Promotion
Leading up to the album's release, the songs "Mother Superior" and "The Running Free" were performed live on the band's tours. A July 2007 MTV article described the album as more experimental in comparison to the band's previous efforts. Sanchez detailed that for some tracks he had experimented with unfamiliar instrumentation including organs and pianos, creating a sound he described as "Ray Charles on Quaaludes." Some parts initially written on piano were later converted into intricate guitar segments.
In late July 2007 "The Running Free" was announced as the album's first single, and it was released to radio on August 20. The song was streamed on the band's MySpace profile and was made available through digital distribution on August 14.
Also in July 2007 an official website was launched for the album. The site featured weekly updates including a competition, video segments, album artwork and announcements regarding "The Running Free" single and its accompanying music video. A viral marketing video series entitled "The Willing Well" was released in five installments continuing until October 22.
In January 2008 a promotional website for the next single "Feathers" was created.
A guerilla marketing campaign took place in various locations across the country, including an incident on the University of Kansas campus in which someone spray painted the "Keywork" logo and the release date in several locations, resulting in a small panic related to a previous shooting on campus.
Read more about this topic: Good Apollo, I'm Burning Star IV, Volume Two: No World For Tomorrow
Famous quotes containing the word promotion:
“I am asked if I would not be gratified if my friends would procure me promotion to a brigadier-generalship. My feeling is that I would rather be one of the good colonels than one of the poor generals. The colonel of a regiment has one of the most agreeable positions in the service, and one of the most useful. “A good colonel makes a good regiment,” is an axiom.”
—Rutherford Birchard Hayes (1822–1893)
“Parents can fail to cheer your successes as wildly as you expected, pointing out that you are sharing your Nobel Prize with a couple of other people, or that your Oscar was for supporting actress, not really for a starring role. More subtly, they can cheer your successes too wildly, forcing you into the awkward realization that your achievement of merely graduating or getting the promotion did not warrant the fireworks and brass band.”
—Frank Pittman (20th century)