The cats over at Third Man Records are always up to something awesome – but this is by far pure marketing genius. To promote Jack White’s new album Blunderbuss the Third Man staff attached 1000 flexi-disc records with an exclusive track of ”Freedom at 21″ to helium balloons. The balloons were launched from the label’s headquarters in Nashville, TN on April 1st, 2012.
The label used biodegradable latex balloons and all-natural twine in the process. Also attached to the balloons were custom postcards with instructions for the finders to submit photos, discovery location and the date on which the record was found, all of which will be viewable on the map here.