The Editors Hack Street View

The Editors in Google Street View

English Indie rock band, The Editors, have launched their new album, "In This Light And On This Evening" with a very cool customized version of Google Street View. 

You are instructed to explore the streets until you reach the center of the 'radar', upon which you can click into 360 degree night time images.  Each image features the band and a group of their fans performing surreal activities which reportedly have hidden meanings (according to Nick Burcher's blog) and streams one of the nine singles from the album.

The transitions into "night view" are what I imagine an acid trip at an after-hours park party to be like, but whatever does it for you!

The functionality is OK - you basically just navigate straight forward or backwards.  It would be really cool if they made it more of a maze, however that may turn "light" users off. 

Overall this is a fantastic way to get users to discover an album and interact with a band.
I  like the integration of 360 degree images where we can explore The Editors' interpretation of "the mood and magic of London at night," as this creates a relationship with the group.  Also a great way to discover London and connect with the band over shared locations.

I think we're going to be seeing more and more of these innovative launches both in the entertainment industry and across the board by brands.  Definitely worth checking out!

BIG thumbs up!!!

(Thanks to The Graphical for pointing it out)