Louis Tomlinson’s 33 million Twitter followers are always hungry to find out the latest news from the One Direction star and his team served them up a treat in the lead up to the release of latest single, “Two Of Us”. Using Landmrk, 14 exclusive video clips were placed in hotspots around the world for fans to unlock and share. Once the 14 clips were ‘reunited’ using the hashtag #TwoOfUs, the full video was released. As additional incentives to track down the clips, hotspots included bespoke selfie filters and a few lucky fans were presented with a Doncaster Rovers football shirt signed by Louis when they closed in on hotspots.
The campaign resulted in almost 700,000 sessions, with fans most active in the US, Mexico and the UK. The lyric video for “Two Of Us” has now topped seven million views and fans have hailed Louis Tomlinson’s sharing of his response to his mother’s passing. Album pre-saves from the push were well into six figures and both the video snippets and selfie filters saw heavy interaction.