CRO ALBUM RELEASE

Cro is Germany's number one selling and performing artist. But he was facing the challenge or breaking point that all successful artists face. To decide if he should reinvent himself, or stay the same. Cro took the risk and made a radically different album, going against all of his mainstream tendencies. In order to prevent himself from alienating his fans, we needed to find a way to keep them engaged. Getting thousands of messages from teenage girls a day on Instagram and Facebook, the best way to get them excited was to actually give them a way to contact him directly.

We created a video of Cro in a "Call Cleo" style hotline scenario, and had him ask his fans to call his number. When they called, they were able to pre-listen to his album a full week before the actual release. This generated thousands of pre-orders, and over 100,000 calls within the first two hours.

Taking it one step further we even created a chatbot that responded to them live on Facebook, directly from his account.

To take it a step even FURTHER, we created an online store for him to sell his fans his new album merchandise. Using the theme of the Commodore old school computer, with dial-up modem sounds, we kept a consistent old school theme going, making fans feel more connected than they do with artists in the modern world.