For the album’s first single, Feel It Still, we shot what appeared to be a typical rock star music video. But within it we embedded 30 secret, interactive links: an underground resistance toolkit to help people fight the Trump administration. Fans could search around the video to find ways to make a positive change in the world, including donation sites to Planned Parenthood and the ACLU, a custom website featuring a direct-dial to the White House, videos explaining protester rights, downloadable protest posters based on the band’s lyrics.
The video was covered by major publications like Vice’s Noisey, Spin, The FADER, and Fast Company. People who watched the video averaged 17 interactions per viewing—four times the platform’s previous record. A scathing report on the video by alt-right media personality, host of Infowars and rage potato Alex Jones triggered another massive round of interest in the band and attention to the causes. And while we’re currently still watching the song climb the charts, it is safe to say this is the band’s biggest hit by far. The album has just gone platinum, and has been number one on the alt charts since June.