Red Hot Chilli Peppers
I'm With You
I'm with You is the tenth studio album by the American rock band Red Hot Chili Peppers. The album was released by Warner Bros. Records on August 30, 2011. The album made its debut at number one in eighteen different countries including the United Kingdom while reaching number two in the United States and Canada.
I was responsible for the creative and digital production coming out of Warner Music International at the time and the Chilli Peppers wanted a "cool" way they could promo their new album to a younger generation. QR codes were getting a fair amount of attention at the time and we found out that you could significantly change the design of a code and would still scan correctly, so we decided to try and recreate the Chilli Peppers icon (an asterisk) as a QR code and amazingly, it worked!!
This became the central creative device throughout the campaign, running across billboards, posters, buses & train stations. When users scanned it, it directed them to a web page where they could listen to an exclusive preview of the album and pre order.
This not only served as great promo to get people excited about the album but also acted as a direct point of sale anywhere the asterisk was displayed.
Creative & Technical Lead