Giant Real Life Drum Machine

Yesterday Propellerhead's Reason 5 and Record 1.5 dropped in stores. They had a massive promotional push, with HQ producer video interviews and the such, but the best one out of them all was a video showing how they built a giant real life drum machine,and installed it in various places in Stockholm. You can read a million blog posts and talk to "social media experts" till they're blue in the face, but there's only one real key for having something go viral, and it's simple - make it unique, make it fun and film it. that's it! This video is great because not only does it resonate with the target audience (production nerds who may buy the software) but also folks who may have never even heard of Reason. And thank you PHeads for not overloading us with "brand messaging". Props to the propellerheads crew. For true nerds, read the behind the scenes making-of interview at Peter Kim's blog