Holed up in the face of COVID-19, aware that their fans worldwide were also stuck inside and with the release of their collaboration, “X”, with Karol G slated for mid-lockdown, the Jonas Brothers decided to strike out on a virtual road trip. Powered by Landmrk, the band’s ‘X Marks The Unlock’ push offered fans the opportunity to open “X” themed games (as Kevin, Joe, Nick or Karol G you need to outrun a particularly clingy ex in the style of Pac-Man), see exclusive videos from the bros and check out footage from their recent real-life ‘Happiness Begins’ tour. With different areas of the world hit on different dates -- running from May 20-24 -- fans were treated to a staggered five-day experience that hopefully went some way to lifting self-isolation spirits.
‘X Marks The Unlock’ activated in the USA, Canada, Central America, Mexico and Caribbean Islands on May 20, across Europe and Asia on May 21, in Australia, New Zealand, Africa and India on May 22, through South America and Scandinavia on May 23 and finally in the UK, Ireland and the artists’ ‘hometowns’ of New Jersey and Colombia on May 24. Within 15 minutes of the project’s announcement on the Jonas Brothers Instagram page, Landmrk’s servers had fielded 550,000 requests with fans hungry to find out more. The staggered nature of the ‘road trip’ meant traffic was consistent from there on in, with a secondary surge in engagement when Latin American fans came online and had the chance to show Karol G some love. The campaign hit the 18-24 demographic straight between the eyes, with 69% of all users; average sessions hovered around two minutes; and users averaged four page views per session.