Atlantic Records had loosely tossed out the concept of branding a group of four new urban acts as a collective in some format. That was the only direction.
Focusing on the idea of a simple Facebook game platform I concepted the campaign in every aspect from UX to digital marketing to the merchandise. Each game would use the same basic online engine, while aesthetically matching a classic Nintendo game appropriate to each artist. Add-ons, merch, and limited edition music would all be featured in this social competition based game platform.
At the time, Facebook games had yet to be fully developed but a company named Zynga would go on to perfect it and release a game called Farmville.
Atlantic Records did not pursue the idea. Zynga is worth 2.5 billion dollars today.