To launch “Up All Night”, blink-182’s fist single in eight years, we staged the blink-182 Film Festival You Didn’t Know You Entered. We used Google’s ContentID technology to search YouTube for every instance of fans using blink-182 songs in their videos without permission from the band or label. We rewarded those fans by creating a music video for the song made up entirely of clips from the best of those fans’ videos. We also had the band members perform an award-show ceremony, wherein they declared fans winners in humorous categories such as “Least Tattooed Travis Barker Impersonator” and “Best Use of Father’s Bank Account.”