Editors release album through Google Street View

by Elizabeth Clifford-Marsh, revolutionmagazine.com 15-Oct-09, 09:30

LONDON - The band Editors have hi-jacked Google Street View, embedding images and tracks to promote their latest album.

Accessing Street View through the band's website takes users on a treasure hunt through London, where they must hunt for icons that stream singles from the album.

Clicking on an icon loads a 360 degree picture of the band and fans in night-time tableaus which give hidden meaning to the song. The promotion is for the band's third album: 'In this Light and on this Evening' was released on Monday.

Editors are a Birmingham indie band, formed in 2002. Their first two albums both went platinum, resulting in nominations for the Mercury Prize and Brit Awards.

The promotion via Street View is a sign that brands are starting to experiment with the controversial product as a marketing channel as anger over allegations of privacy invasions subside.

Comments

Jackie Prince - 16/10/2009

This is a fantastic way to get users to discover an album and interact with a band. I like the integration of 360 degree images where we can explore The Editors' interpretation of "the mood and magic of London at night," as this creates a relationship with the group. Also a great way to discover London and connect with the band over shared locations. I think we're going to be seeing more and more of these innovative launches both in the entertainment industry and across the board by brands. I posted more on it here: http://bit.ly/4s4SgH Cheers! Jackie