Before you say a word (it isn’t a classic wanna-video-choice!why did they publish it?) you have to know this is The Most Exclusive Video Ever, you’re going to believe it visiting this site and keeping reading this article about Absynthe Minded single Space .
 
The band is quite famous in Belgium, but still unknown for the rest of Europe, so, they’ve decided to expand their horizons with an initiative, make The Most Exclusive Video Ever, a video that could only be seen if the song got played on the radio.
They added an audio watermark on the track of their new single Space, installed a software that always screened the selected radio station in Europe, so if one of them played the song the software recognize it and sent a signal to the server to play the video in the website, only if a radio play the song the public is allowed to watch the video, so if they want to, they have to request their radio station to play the song.
The 10 participating radio stations were: BBC Radio1 (UK), Studio Brussel (BE), 3FM (NL), OÜI FM (FR), Flux FM (DE), Yes FM, DRS Virus (CH), FM4 (AT), Radio 3 (ES) and Pure FM (BE).
 
If you’re interested to see the process you can watch the explanation of how it works.
Now the event it’s ended and the video can be seen by everyone anytime: the marketing action had quite a success, since the first day a bunch of people started spamming the request to their national radios, and the song was aired in Spain, Germany, The Netherlands and so on, reaching 272.000 people from abroad and making them watch the video.
 
Behind this clever idea there’s Mortierbrigade , a studio placed in Brussels which has also a vimeo channel if you’re interested to see other of their work.

Absynthe Minded – Space

Artist: Absynthe Minded
Direction:
Mortierbrigade
Techniques:
watermarks, interaction with fans and radio
What's Cool:
innovative level of "video on demand"
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Posted by
June 9th, 2012


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