A new music video from Justin Timberlake, the pop music maverick and self-appointed legend of the summer, is pretty enthralling in itself. But JT is putting on his social media suit and tie for the “Take Back The Night” video premiere on Tuesday (July 30) with an interactive, Twitter-driven campaign that allows fans to take a virtual tour through the clip’s New York City setting.
The “Take Back The Night” video was directed by Jeff Nicholas, Jonathan Craen and Darren Craig and “harkens back to the days when nightlife ruled the city and beckons everyone within earshot that the night holds endless possibilities,” reads a whimsical press release. Starting at 7 AM on Tuesday, fans can visit this custom site for a “virtual journey throughout New York City,” one which will offer fun facts about the “Take Back The Night” video and its grand locale thanks in part to content enabled by tech company Stipple. Twitter hashtags will somehow be incorporated to enhance the experience, and JT obsessives can also join his brand-new fan club, the Tennessee Kids.
“Take Back The Night” bumped up eight spots to No. 39 on last week’s Hot 100 chart following its release as the first single from “The 20/20 Experience – 2 of 2.” The second half of Timberlake’s 2013 double-album opus is due out on Sept. 30 through RCA Records, and JT will kick off his 20/20 Experience World Tour on Oct. 31 in Montreal.
Need more Justin Timberlake in your life? Watch the MTV Video Music Awards, where he’s nominated for six trophies including Video of the Year, on Aug. 25, and catch JT along with his “Suit & Tie” cohort Jay-Z on their ongoing Legends of the Summer stadium tour.