Keys’ publicity team at Sony BMG commissioned Silence to design and promote a Facebook application to coincide with the release.
The ‘As I Am’ application, named after Keys’ album, is ‘the internet’s first socially powered self-help tool’, and will allow fans to discuss how they overcome problems.
‘Social media are a challenge for publicists,’ said Silence founder Lee Henshaw. ‘There are no editors, so to reach this community you have to act like a friend, rather than as an advertiser.’
