The characters in the app change expression as each hashtag performs differently. As they start to win, there’s more victorious representations; as they lose they become ‘beaten’.

The ‘Wallpapers’ section displays the overall leaderboard and allows users supporting the winning team to download exclusive wallpapers.

The ‘Registration’ option allows users to register for an in-game title. Note the Facebook registration plugin, the first time we’ve used one in-app to administer a promotion. Half of the fields are pre populated from Facebook information, halving the amount of info a user has to put in, all without permissions.

Tweet display showing recent tweets within infinity scroll. Note @anywhere integration with hover cards to preview user details.

A central app enabled users to ‘spread rage’ through Facebook by sending their friends rage through wall posting, and/or the application indexing their recent posts and giving them a ‘rage score’ based on negative sentiment. A Twitter function allowed users to Tweet their rage. These activities contributed to the overall ‘Rage meter’, an unlock process which revealed exclusive content the more users built up ‘rage’ online.

The application was fully localised to 5 different languages with Geo conditioning built in too.

Essentially the application allows a social login function where users sign in with Facebook, Twitter or Foursquare, and can experience content alongside commenting and inline tweeting. We built location in too, incorporating Facebook Checkins and Foursquare; to give the ability for clients to reward or serve content based on various parameters

The app it’s self runs on Zend, is robust and compatible. It can be set up via 1 configuration file, and be adapted through Smart PHP in various templates. All in all it can take as little as 20 minuets to get it going, and can be framed in a Facebook tab, standalone on a site, or developed for mobile to run in apps or mobile browser.

We started with intending the application to serve a richer form of redemption of music downloads or album streaming, and the first version came in the form of a video experience for Hurts. Other variations prove more powerful though, some ideas for implementation:

• Creating a chat environment for live streaming
• Creating a location based treasure hunt (you can add multiple checkin conditions)
• Giving a special offer or content to users who have checked in to a location
• Creating an album listening party

Future version updates:

• Building the Twitter functionality on to @anywhere API
• Giving the option to condition entry on user ID to merge campaigns with promotions

Check the demo out here, we’re doing a few more versions to display in the next couple of months before starting work on v2.

fyi. The name Chimera came from the Greek mythological creature, credit goes to Nick Collins for helping out with the decision. The theory behind it is from the creature having many heads and 1 body, and the application have many variables of usage all based on 1 core set of programming.

This is really old now, but i got a Music Week Award nomination for it for ‘Best Digital Tool’ for artist promotion. You see loads of these ‘Tweet to win this’, ‘tweet to watch that’ and ‘tweet to download’, bla bla! In fact we built a whole app source framework around it; but it was over 18 months ago now (Dec 09′) which we put this together, and you didn’t see a lot of these around.

For the last album ‘Heligoland’, Massive Attack had some great video content which couldn’t be broadcast on YouTube (remember the porn star video? It had boobs in it…), we we had to deliver the content to audience in a different way. Massive Attack have always been about putting value around content, especially something creative like the videos; so we decided we wanted to create a Twitter experience to distribute it rather than just chuck it on the website.

Ultimate it materialised in to this social environment where users could tweet about the video when they logged in, then write fresh ones about the videos while they were watching.

It all looks very simple now, but it was my first app i project managed; and one which i was really proud to get an award nomination for. (Soundcloud won, which i am totally cool about!)