Gorillaz website gives fans bonus features ahead of album release

LONDON - Parlophone, part of the EMI Group, has launched a digital campaign to give Gorillaz fans a fresh look into the 3D animated virtual home the band lives in, as well as exclusive material only available to owners of the new album, 'Demon Days'.

The website, designed by Gorillaz creator Jamie Hewlett and maintained by his team at Zombie Flesh Eaters, allows users to insert the album into their PCs where they can enter the kitchen in Kong Studios and gain access to a downloadable bonus track, wallpapers and screensavers.

Lisa Gower, digital media manager at Parlophone, said: "Gorillaz.com allows fans to peek into their world. The new content continues the site's theme of playing and interaction, drawing fans into Gorillaz' world and adding to their experience.

"As Gorillaz obviously can't do physical interviews, gigs and signings, the new content allows fans to get closer to the brand, adding greater value to the relationship."

Virtual band Gorillaz have pushed online activity since they launched, which saw the group win Yahoo! website of the year in 2002. Since the album was released the Gorillaz site has received more than 450,000 unique visitors.

The new website extras allow viewers to look through a telescope and outside Kong Studiosn at the surrounding area, with a real time night and day function transforming the site depending on the visitors' local time.

New features in Kong Studio's kitchen include animations of the artists who collaborated with Gorillaz on the new album including Neneh Cherry, Shaun Ryder, Ike Turner and De La Soul.

This week Gorillaz became the first band to launch a "next generation" enhanced video for 'Feel Good Inc' using new template technology developed by MTV and its partner Ensequence.

The video allows more in-depth, multi-layered content to be added behind the red button with track information, competitions, artist blogs and each band member's audio commentary.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content