In Brief

Interactive campaign allows fans to listen to music tracks for free at specific spots that are important to the artist's personal history.

To promote Bob Dylan’s latest release, ‘Tempest,’ the creative agency CNNCTD+ in partnership with Columbia Records has created an interactive campaign that allows fans to listen to the album by visiting a specific location. The user needs to download the Sound Graffiti app on their smartphones and simply find one of the hundred locations around the world to unlock the album.

The locations are revealed online and the actual spot is tagged with the album’s artwork. Many of the places are special and link to Dylan’s past, such as Manchester’s Free Trade Hall where he debuted his new electric-guitar sound, and Minnesota, where Dylan was first involved in the coffee-shop folk circuit.

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