#MuseLiveAtRome Tweet to Unlock Campaign
To spread the word about Muse’s upcoming DVD & Blu-Ray release of ‘Live At Rome Olympic Stadium’ Emmy Lovell proposed a tweet to unlock campaign.
I’ve built enough tweet to unlock campaigns to configure the basic mechanic quite quickly. This one did present a few new challenges for me. The major concern would be the amount of traffic that Muse gets. I couldn’t send regular requests to the MySQL database as I have done for smaller campaigns. I used the file system to store data and settings instead and this greatly improved performance.
The other challenge was the reveal method. Emmy wanted to reveal the video screenshot in tiny blocks, as if it was created one pixel at a time. I created a grid of 4,000 blocks and set the campaign to reveal one block for every tweet. While the blocks are revealed a counter on the page would also increase to show the progress of the campaign.
4,000 tweets is quite a low target for Muse but that number was selected to reference the fact that the concert was filmed in 4K.
The fans jumped on board and unlocked the video in less than 15 minutes, driving the hashtag into the top UK & Worldwide trending topics almost instantly.
