Building Your Digital Marketing Plan – The Prodigy Case Study

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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!

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Building Your Digital Marketing Plan – The Prodigy Case Study

  1. 1. Building Your Digital Marketing Plan – The “Prodigy/Invaders Must Die” Case Study
  2. 2. 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.
  3. 3. 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.
  4. 4. Warehouse shows Camera phone footage of 2 new album tracks uploaded online Fan base buzz building
  5. 5. Band playing international festivals First live videos added to ProdigyChannel on YouTube: World’s On Fire - Bilbao Warning – T In The Park
  6. 6. Mailing List Social Networks Street Team Widget
  7. 7. 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
  8. 8. Pre-Release Strategies Secure album streams
  9. 9. Making sure all metatags are input and correct is extremely important!
  10. 10. 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
  11. 11. 10/1 - Artwork + tracklisting revealed to fans via email and online pr 15/1 – Widget distributed
  12. 12. Widget statistics
  13. 13. 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
  14. 14. creative ways of spreading the word Stencils Youtube
  15. 15. 1st Single on iTunes week early (9/2) Album Pre-order 2 weeks up front (9/2) Complete My Album
  16. 16. 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
  17. 17. 2 ½ weeks pre-retail Watermarked cd tracked down Last album suffered leak 2 months pre-retail
  18. 18. 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
  19. 19. 23/2 – INVADERS MUST DIE RELEASED 23/2 – NME.com takeover – album – 2 days 23/2 - Last.fm track-by-track
  20. 20. 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%
  21. 21. Communication Digital retail Plan Targetted Advertising
  22. 22. Million Media

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