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For their 5-years-in-the-making, slow burn of a record – Random Access Memories – Daft Punk rolled out an epic marketing campaign (both online and off) featuring customized Coke bottles, an appearance on The Simpsons, super-secret listening parties, and a brief teaser aired during Saturday Night Live – a teaser that only made it online thanks to a fan who videotaped his TV screen. Billboards soon followed, along with projections at music festivals and Daft Punk helmet masks distributed to concert-goers. Although the brunt of the action was going on offline, the frenzy online was intense – reaching a fever pitch when the first single, "Get Lucky," set a Spotify record for first-day streams upon its release. "Harder Better Faster Stronger" indeed.