5 Seconds Of Summer's Scavenger Hunt Spurs Social 50 Chart Gain

Eric Ryan Anderson
5 Seconds of Summer photographed at Asbury Park Convention Hall in Asbury Park, NJ on Aug. 30, 2015.

Recent Billboard cover stars 5 Seconds of Summer (5SOS) rockets 12-2 on the Social 50 chart (dated Oct. 10), notching the group’s fifth nonconsecutive week in the runner-up slot. The band has yet to reach No. 1, as they’ve been blocked from the top by Justin Bieber in each of those frames.

The Social 50 is powered by data tracked by music analytics company Next Big Sound and ranks the most popular artists on Facebook, Twitter, Instagram, YouTube, Wikipedia, Tumblr and Vine. The chart's methodology blends weekly additions of friends/fans/followers along with artist page views and engagement.

Billboard Cover: 5 Seconds of Summer

The surge (where they gain 141 percent in overall chart points) is owed to a cloak-and-dagger album awareness campaign that culminated in a Sept. 29 announcement from the band. The campaign saw the group sharing, via their social networks, numbers that appeared to be GPS coordinates. Fans tracked down the shared locations around the world, where they found band-commissioned street art that represent characters that correspond to each song of their upcoming album (Sounds Good Feels Good, due Oct. 23). 5SOS confirmed the GPS scheme on Sept. 29.   

As fans discovered and photographed themselves with the artwork, the band has been retweeting fan posts, helping generate reaction on the platform. On Twitter, 5SOS gathered over 1.4 million reactions and over 586,000 mentions in tracking week ending Oct 4, according to Next Big Sound. 

Billboard Cover Shoot: 5SOS

The Sept. 29 post explaining the project collected over 200,000 hearts (likes) on Instagram. In total, the boys add 2.4 million hearts and comments on Instagram.

The Twitter chatter helps drive the band up the Billboard + Twitter Top Tracks chart too: “She’s Kinda Hot” rises 50-3 and “Jet Black Heart” re-enters at No. 11.