The Friday before Halloween we helped launch the #HotlineBlingRemix campaign for Justin Bieber! Brilliantly conceived by his management team and label, the plan involved releasing Justin's remix of Drake's single using a phone hotline at 231-377-1113 (powered by Metablocks and build on Twilio) and messaging fans to hear a preview of Justin Bieber's "Hotline Bling" remix by calling the number.

The response was overwhelming! Fans and media alike have not stopped talking about the success of the unconventional reveal.

Tweet
On the Friday before Halloween, Justin Bieber tweeted the following message to fans and launching the hotline number:

Fan Response on Twitter

Media Response
The unconventional reveal has generated incredible social buzz with fans and media and trended on Twitter ahead of "Halloween" shortly after it was launched! Here are a few articles:

• "Just when you thought you didn't need another remix of Drake's "Hotline Bling" -- surprise! -- Justin Bieber has dropped his own. But instead of plopping it on a nondescript SoundCloud, he asked his Beliebers and the rest of the Internet to dial into a special number to preview the track..." - Billboard.com
• "In recent weeks we've seen a number of artists cover Drake's latest single, "Hotline Bling", including the tag team of Disclosure and Sam Smith, Alessia Cara, and Erykah Badu. But it's Justin Bieber's version that just may take the cake, solely due to the way it was recorded: on his own cellphone." - ConsequenceOfSound.com
• "Like he is literally making people's dreams right now. Go hotline bling Justin Bieber A$AP by calling 231 377 1113." - RunTheTrap.com
• "Check out Justin's tweet and call the number below, you may have to try a few times, he's a popular guy." - Radio.com
• "At the end of the call, an operator briefly plugs Purpose, due out November 13th, before offering the option to "stay in touch with Justin's bling bling."" - Rolling Stone
• "Justin Bieber decided to overload a phone line this Friday afternoon by unleashing his and Drake's remix of "Hotline Bling" via a phone number." - Spin
• "He has also picked an unconventional way to put it out into the world; you have to call an actual hotline to hear it." - StereoGum.com
• "The remix is halfway between a hit and a miss, but this is a pretty awesome way to drop a song." - Vulture.com
• "The Biebs hit Instagram today teasing his "Hotline Bling" remix. And then, out of nowhere, he dropped it. But there was a catch. You have to call him on his cell phone to hear it...Fans are already going insane with this remix. Just peep these reactions..." - MTV
• "Justin Bieber surprised fans by posting a random phone number and told fans to give it a call.
  When they did, they were greeted with Justin's "Hotline Bling" remix playing in full." - LoveBScott.com
• "Justin Bieber's "Hotline Bling" Remix Is Here & Drake Would Be Proud..And Bieber is all about surprising his fans and exploring unconventional methods of marketing, so this shouldn't seem too out of left field..Naturally, Bieber's vocals shine in this remix." - Bustle.com
• "Justin Bieber must be eager to recreate the uproar he caused last Friday with the "Sorry" dance video AND his multi-city, graffiti-centric track list reveal: He's just shared his own "Hotline Bling" remix via an actual hotline." - PopCrush.com
• "Speaking of Beliebers, how are they handling this remix? Here are some choice reactions." - VH1