Which of these innovative album launch strategies actually happened in music history?

The music industry has seen some of the most innovative and sometimes controversial product launches in history. Behind many iconic album releases lie fascinating product marketing strategies that changed how music is consumed and promoted. This trivia question explores one such legendary album launch that revolutionized music marketing. Can you identify which groundbreaking strategy actually happened?

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Radiohead's 'In Rainbows' (2007) was released as a 'pay-what-you-want' digital download, allowing fans to name their own price (including $0) for the album.
Beyoncé hired 1,000 lookalikes to walk through major cities simultaneously when her self-titled album dropped in 2013, causing mass confusion and viral publicity.
Taylor Swift's 'Reputation' (2017) was initially only available through a proprietary smartphone app that required fans to complete daily challenges to unlock each track.
Kanye West's 'The Life of Pablo' (2016) was encoded with location-specific mixes, making each geographical region hear slightly different versions of every song.