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By Tom Allen, Digital Manager, Essential Music & Marketing (UK) Learn out to build your artist’s digital marketing plan thanks to discovering all steps of the roadmap to success of Prodigy’s 2009 album Invaders must die!
Citation preview
Building Your Digital Marketing Plan –The “Prodigy/Invaders Must Die” Case Study
The first new studio album in 5 years.
Album released 23rd February 2009.
1st Single ‘Omen’ 16th February 2009.
2nd Single ‘Warrior’s Dance’ May 11th ’09.
Master email list createdSorting email address’ from previous label, promoters, CV and band. Cleaning duplicates
Birmingham & Sheffield Warehouse gigs mailout – 4/4/08
First test of the email list, cleaning out bounce backs etc and encouraging sign-ups.
Warehouse showsCamera phone footage of 2 new album tracks uploaded onlineFan base buzz building
Band playing international festivalsFirst live videos added to ProdigyChannel on YouTube:
World’s On Fire - Bilbao Warning – T In The Park
Mailing List
Social Networks
Street Team
Widget
4/11 – arena tour announced & album pre-order live. 200 albums pre-ordered in first hour through Recordstore
Mid-November – start working with WebSheriffon pre-release strategies
Pre-Release Strategies
Secure album streams
Making sure all metatags are input and correct is extremely important!
27/11 - listening partyKey sites and blogs invited down. First impression pieces on Quietus, Gigwise and Clash.
28/11 – Xbox Live XtivalHD video of Invaders Must Die promoted on XBOX,Hotmail, Msn, xbox.com and email.Virtual chat with the band and competitions
28/11 – IMD video live on YouTube
10/1 - Artwork + tracklisting revealed to fans via email and online pr
15/1 – Widget distributed
Widget statistics
Recruited through the web – message from the band’s Facebook; posted on official website
Spread messages throughout online forums and social networks – MySpace, Facebook, Twitter, YouTube
creative ways of spreading the wordStencilsYoutube
1st Single on iTunes week early (9/2)
Album Pre-order 2 weeks up front (9/2)
Complete My Album
4/2 - banners live on Yahoo / Blue Lithium (album), MySpace, Resident Advisor (album+single)
5/2 – Invaders Must Die game live on NME.com / Nuts / Mouse Breaker
6/2 – ALBUM LEAKED
2 ½ weeks pre-retail
Watermarked cd tracked down
Last album suffered leak 2 months pre-retail
9/2 - NME Takeover – OMEN – for 2 days
Digital bundle exclusively available through iTunes –reached number 8 in chart
11/2 - resident advisor newsletter takeover
16/2 - mixmag / kerrang banner ads – single + album
23/2 – INVADERS MUST DIE RELEASED
23/2 – NME.com takeover – album – 2 days
23/2 - Last.fm track-by-track
Week DUS Digital Sales Digital Percentage
1 97254 18472 19%
2 48308 11588 24%
3 26892 5929 22%
4 20147 4007 19%
5 17463 3415 20%
6 16281 2808 17%
7 16094 2569 16%
#1 record Week 1
Amazon £3 album of the week
Communication
Digital retail Plan
Targetted Advertising
Million Media