To promote the release of Adam Tensta's single 'Pass It On,' the Swedish hip-hop artist took an unusual approach to music-sharing online. Since music is so easily live-streamed on sites like YouTube, Spotify and SoundCloud, this inventive social media campaign did things a little differently.
Tensta literally released his single as a one-off that users could only listen to once. Users signed up on Tensa's Facebook page to be put in a queue, because the single could only be listened to by one person at a time as well, before being passed on to the next person in line. Fans could jump ahead in line by performing other actions like Tweeting or watching his other videos on YouTube.
By nature social media allows instant gratification and this unusual campaign challenged users to do something they're unaccustomed to: waiting.