To coincide with the 2013 release of "Ice on the Dune," the new album from Empire of the Sun, EMI asked us to build the new official site on an emerging social platform — Tumblr. In order to tap into the large existing fanbase already active on Tumblr, we teased the expansion of the band's mythology through a series of coded messages distributed across Tumblr, Facebook, and Twitter. Fans who used the hieroglyphics key provided on the teaser Tumblr were able to decode the messages and unlock downloadable rewards — the final message heralded the unveiling of the new official Empire of the Sun Tumblr.

The Tumblr platform is an ideal medium to feature content and facilitate sharing. By designing a theme that arranged content by post date, it was easy for fans to keep up-to-date with the most recent postings. In addition, with both Tumblr users and non-users visiting the site, we ensured that the content was easy to navigate and sort by efficiently utilizing the Tumblr tagging system.