Any music fan worth their iPod has probably heard of Hurts, the synth-pop outfit from Manchester who recently treated the world to "Wonderful Life" and "Better than Love". 

To promote the boys new album, Sony Music employed a brilliantly innovative strategy on the music streaming service, Spotify. 

I'm a big fan of Spotify, we named it as one of the Cream 100 top innovative companies at the start of the year, and Sony's neat branded content idea using audiobook tracks on the service demonstrates there potential for brands on the service. 

Using an interactive audiobook, where listeners could choose the outcome of each chapter, Hurts were able to immerse listeners into their world. Click here to read the full details, or better still, log on to Spotify, and run a search for A5M4 and get on the Hurts adventure.