"A successful campaign doesn't need to be complicated. A simple widget shared amongst influencer's blogs & social media boosted album pre-order sales in iTunes."

BACK TO THE WORK

Watch the Throne is the debut collaborative studio album by American rappers Jay-Z and Kanye West, released on August 8, 2011, by Roc-A-Fella Records, Roc Nation, and Def Jam Recordings. On July 4, the album was made available to pre-order on Life + Times, Jay-Z's lifestyle webzine. Watch the Throne is on pace to make history as the first major hip-hop album in years to be released without being subjected to bootleggers. On August 8, Jay-Z and Kanye West (now collectively known as the Throne) dropped their long-awaited, full-length album Watch the Throne on iTunes as a digital exclusive.

To celebrate the upcoming release BBTF created a campaign which launched on Jay-Z's official Life + Times website. BBTF constructed a countdown clock leading up to August 8, 2011 release where fans received up to the minute updates as well purchase the highly anticipated album. Additionally a custom Facebook tab was created and launched on Life + Times, Jay-Z's & the albums fan pages. Bloggers were encouraged to embed the countdown on their websites in order to be entered to win tickets to the Watch the Throne Tour.