Toni Hollis Projects

Atlantic Records aimed to engage Charli XCX fans, boost pre-save numbers, and capture mailing list sign-ups in the lead-up to her 2022 album Crash. To achieve this, we developed a series of micro digital activations before and after the album's release. These activations were designed to spark viral moments and foster conversation within the artist's community across social media. One standout activation was a fan-driven tracklist reveal. Fans were encouraged to collectively pre-save the album, which 'shattered' a virtual glass on the tracklist reveal web page, unveiling the album's tracks underneath. This gamified approach not only generated excitement but also incentivized pre-saving, driving deeper fan engagement with over 50,000 Acquisitions in 40minutes