WINNER: 5SOS Twitter takeover for Universal Music Group by MediaCom
For young music fans, there is no greater hook than the chance for personal interaction with their favourite music stars, and this is most true for the fans of heartthrob boyband 5SOS.
In order to excite the fan-base ahead of the release and drive traffic to ‘The New Broken Scene’ album microsite, MediaCom teamed up with Twitter to power a 5SOS Fan Army.
Fans signed into the New Broken Scene via their Twitter log-in, which collected permission to access their Twitter profiles.
Once signed in, a secret teaser video was unlocked and fans found their Twitter profiles had been hijacked by 5SOS, changing their cover photo and profile picture to the New Broken Scene logo and an auto tweet was sent out with the hashtag #TheNewBrokenScene.