The band has teamed up with Los Angeles-based creative firm The Uprising Creative to get fans buzzing for the disc, which drops on July 19, with a social-driven campaign. It all kicks off July 15 with a live chat event at 3 p.m. ET on the band's website, courtesy of Ustream.
During the chat, fans are encouraged to ask the band questions via Twitter, using the hashtag #TimeOfMyLife. The more times the tag is used, the more tracks from the new album are unlocked from a Soundcloud stream featured on the site. The hashtag-to-unlock aspect of the campaign recalls one Warner Bros. launched to reveal a picture from the upcoming film, The Dark Knight Rises.
The campaign is a rather interesting mix of social and viral. Fans are able to interact with the band and hear the new disc, but they're also paying it forward by alerting their followers to its existence with the eponymous hashtag.
Incubus recently launched a similar initiative to promote its new album, If Not Now, When?. At the time guitarist Mike Einziger told us how hard it can be to let people know that you have an album coming out (without touring around the country, that is). It seems that 3 Doors Down has found another interesting approach to that issue.