The campaign's digital infrastructure included multiple custom websites designed to build anticipation and house content throughout the album cycle—creating dedicated destinations for different campaign phases rather than funneling everything through generic social platforms. Each site served specific strategic purposes: teaser content, pre-order funnels, behind-the-scenes access, and fan engagement hubs. This approach gave Beartooth owned digital real estate that could be designed, messaged, and optimized specifically for campaign goals. The work also included production oversight for the "Riptide" music video, ensuring visual storytelling aligned with broader campaign aesthetics. The campaign's innovative centerpiece was Beartooth's Guide to Columbus on Apple Maps—a curated collection of the band's favorite local spots including restaurants, venues, and cultural landmarks. This location-based storytelling gave fans an intimate window into the band's daily lives while celebrating Columbus as integral to Beartooth's identity. By partnering with Apple Maps, the campaign positioned Beartooth alongside lifestyle and cultural brands, elevating their presence beyond music-only contexts. The guide created evergreen content that served both tourism and fandom, allowing fans to literally walk in the band's footsteps while establishing Beartooth as hometown heroes invested in their community. This multi-platform digital ecosystem transformed the album cycle into an ongoing narrative with multiple entry points, engagement opportunities, and content layers that sustained momentum from announcement through release and beyond.