Turning a Record Launch Into a Community Moment

Partner

UMG / Interscope

Activation

Community

Discord

To launch Imagine Dragons’ Loom, Interscope wanted to turn casual listeners into an active fan community. Working closely with Spencer Swayze at Interscope, Open World helped bring the concept to life inside the band’s Discord server, transforming the album rollout into a community-first experience that rewarded the most engaged fans.

The activation centered around a limited-edition vinyl release that appeared online with a deliberately absurd public price. Only verified members inside the Imagine Dragons Discord server could unlock the real offer. By tying access to community participation, the campaign turned curiosity into conversation while driving fans into the Discord where the experience continued. Inside the server, Open World’s community team managed verification, fan communication, and reward distribution, ensuring the campaign unfolded as a native community moment rather than a traditional marketing promotion.