To recreate the word-of-mouth phenomenon that made them famous, the xx shared their album stream Coexist with a single fan just outside London last week – days before its official US release. It was a risky marketing move that set out to test whether the band could replicate their initial viral success with a map that tracked shares with a visualization on the Coexist stream’s host site. Twenty-four hours after the stream was shared with a fan on Facebook, the site crashed from the millions of streams, with the average user spending 2.1 hours on the site. Read the full story at The Guardian.