One Direction is the band that came out of last year's X-Factor (a bit of background for anyone who's not in the UK). They're close to releasing their first album, and to stoke up the interest their 'people' (record company, management or whatever) have been playing an online game with fans.
The character 1DCyberPunk was introduced a couple of weeks ago through the main One Direction site. She's supposedly stolen their laptop, and will release images and more as fans complete a set of challenges. For example solving a cryptic clue to get an exclusive pic, getting a One Direction term trending on Twitter, or making a paper model of the band members.
Here's the section of the One Direction site
Here's the Twitter
One challenge was to download & make paper dolls of the band members from patterns
Then take fun pictures of them and upload to the Tumblr
Liam Payne Paper Doll
Louis Tomlinson Paper Doll
Niall Horan Paper Doll
Zayn Malik Paper Doll
2 - Brands can use Twitter for engagement, but only when they are engaging in the first place. Twitter wasn't used to launch the band, TV was. But Twitter is used to keep the excitement and interest high. In this case it's 5 teenagers, so there's no shortage of news to spread about them - what they're up to, where they've been, what they want for their birthdays, what they're watching on TV. The challenge with brands on twitter is to be endlessly interesting - not how they can spend money to promote things that people probably aren't that interested in (Columbus are using the promoted trend today to promote a video that's 5 months old)
Hats off to whoever's running the One Direction marketing. I'd love to see some case studies when they've shown that if you get it right kids do still buy music!