Avicii launched www.thetruereveal.com, a website designed to encourage fans to reveal a fact about themselves using #TrueReveal. Those tweets are then published to a black glass pane as it pumps the music. The more tweets that get send out, the louder the volume will get, eventually shattering it from the “bass pressure” and revealing the album artwork.
Here’s how it works.
In an old nuclear reactor at the Royal Institute of Technology in Stockholm stands a steel framed cube. Behind a black, opaque glass pane on the front of the cube hides the cover art of the brand new Avicii album, #True. Inside and around the cube are massive speakers that pump out the bassline of Avicii’s new track You Make Me. It is now your mission to raise the volume and smash the glass to reveal the cover art.
It’s a beautiful work of social engineering, something that involves the fans and coordinates the social effort to maximize the exposure for the Avicii brand. It appears to be another example of Ash Pournouri’s genius.
Here’s the embed below.
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