Building Your Digital Marketing Plan - The ProdigyInvaders Must Die

Document Sample
Building Your Digital Marketing Plan - The ProdigyInvaders Must Die Powered By Docstoc
					   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 created
  Sorting 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 shows
 Camera phone footage of 2 new album tracks uploaded online
 Fan base buzz building
Band playing international festivals
First 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 WebSheriff
on pre-release strategies
Pre-Release Strategies

Secure album streams
Making sure all metatags are
input and correct is extremely
important!
27/11 - listening party
  Key sites and blogs invited down. First impression pieces on Quietus, Gigwise and Clash.



28/11 – Xbox Live Xtival
  HD 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 word
   Stencils
   Youtube
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 record Week 1
       1         97254                   18472                        19%


       2         48308                   11588                        24%
                                                                            Amazon £3
       3         26892                    5929                        22%   album of
                                                                            the week
       4         20147                    4007                        19%


       5         17463                    3415                        20%


       6         16281                    2808                        17%


       7         16094                    2569                        16%
Communication

Digital retail Plan

Targetted Advertising
Million Media