To sell record numbers of the Kaiser Chiefs’ latest album by launching it in the most innovative, ground-breaking, headline-grabbing way possible.

We developed a bespoke online album creation process for the band’s fans. We put the fans in charge for once: let them A&R the Kaiser Chiefs’ new music and design their own album cover, then sell it onto their friends for a commission. For this to happen we had to devise a new software platform that defied industry practice, a database which could handle over 6 billion album iterations and track who was creating what version and selling it on to whom.

There were over 101,000 unique visitors to the website in the first 24 hours of launch. That’s a greater site traffic on launch day than to takethat.com during the height of their Progress tour. The album went straight to number ten in the UK charts.