The White Lies Maze Games
Open the game- Brand
- White Lies
- Year
- 2016
- Objective
- Product launch
- Industry
- Entertainment
- Platform
- Web
- Agency
- AnotherKind
Objective
White Lies, a British indie rock band, launched an interactive campaign to promote their fourth studio album "Friends" (October 2016). The objective was to drive album sales and deepen fan engagement by transforming the album's distinctive labyrinthine cover artwork into an explorable digital experience.
Solution
Big Active designed an immersive interactive maze game based on the album's cover art, which fans navigated to discover hidden content including track commentaries and music streaming snippets. The game stretched and expanded the artwork to create a visual world to explore. The campaign was complemented by a special limited-edition box set featuring a cheque-book style booklet with photos, lyrics, and printed maze games. The digital version was hosted on the band's website and recognized by The FWA (The Favourite Website Awards).
Results
The album 'Friends' by White Lies scored 67/100 on Metacritic and was released across multiple formats including digital, vinyl, CD, and special box set.
