Responses by Rabbit Hole
Background: The Coldplay Timeline is an interactive digital archive that charts Coldplay’s rise to fame—from their humble beginnings to their current status as one of the world’s biggest bands. It was launched alongside the new documentary film, A Head Full of Dreams, as a great companion piece for fans to delve deeper into their history. The site is comprised of behind-the-scenes videos, interviews, handwritten notes and photography from the band, as well as every show the band has ever performed that is plotted on an interactive map.
Highlights: The fan memory submission section. We wanted to make it easy for fans to add their voices to the timeline by uploading stories and images and attaching them to the music and shows. Since the timeline’s launch, we’ve had over 33,000 fans submit memories from all over the world, which has been really exciting to see.
Challenges: Few bands have managed to chart such a long career in so much detail online. One of the most challenging aspects was making sure Coldplay’s global audience wasn’t confused about how to access the content. A simple navigation system alongside features like the “On this Day” box and the “Popular” page became useful tools to keep the site looking fresh and make it easier for users to navigate.
Favorite details: We’ve worked with Coldplay on multiple projects over the past five years and we’ve built up a strong relationship in that time. It’s great working with people that care about the end product. Coldplay really knows their fanbase, and have good instincts on what ideas will work; they are also not afraid to try something new. Also, the characterful details, like the floating butterflies or the WebGL submission cloud, give the site an overall texture that we’re proud of.
Anything new: The biggest insights happened after launch, when we saw how the site is being used. We’re still working with the band and their management team to streamline parts of the site and add new features, continually improve the engagement and cultivate the unique engagement between the band and their fans.