In Utero 20th Anniversary campaign

Following on from the success of the Nevermind campaign, we were asked to develop a campaign that would activate the 23 million fans Nirvana have on their Facebook page, to promote the release of the 20th Anniversary edition of the classic album, In Utero.

The result was an application that allows fans to design their own In Utero poster for a chance of winning a Kurt Cobain Fender guitar. The application uses the very latest HTML5 canvas technology, which allows fans to simply drag and drop elements onto the page and manipulate using a suite of editing tools. The app ended up being so successful that it ran for 5 years and engaged with over 1 million fans worldwide.