The Black Eyed Peas re-released their single, "Where's the Love," in response to the violent attacks that were occurring around the world.
I worked on the digital outreach of the message.
In the midst of the Iraq War, the 2003 smash single resonated with an entire generation of people. The rerelease of the song gathered many of the musicians, influencers, and victim's families to help spread this message of love.
While the initial release brought the band stardom, the second was used to bring attention to issues that were happening in the country and around the world. Eric Garner, Syria, Treyvon Martin, and Omran Daqneesh were all topics that were touched on in the song's marketing.
Engaging with the band's fan base through social media was huge for the song's success. The band had set time to interact and encourage their loyal fan base (the PeaBody's) to showoff their '?' in their own respective cities. The song went international instantaneously.
The recording was a massive success. The song was heard more than 100 million times between YouTube and Facebook alone.