3. 3
Introduction
'The music industry is reliant on perception to persuade customers to buy their products.'
Random Access Memoriesis the latest album from French electro/danceduo Daft Punk, the album
was officially released on 21st May 2013. The marketing strategy began three months before the
release date, however it could be argued that the campaign for the album started as far back as
2008.
In this Report I will be detailing the marketing strategy timeline as well as analyzing how the
campaign mixed traditional promotions with new media tools and howeffective they were on the
campaign's overall sales and PR.
4. 4
Timeline
The main promotional push started with a Facebook post of the albums artwork consisting of the
two helmets the duo wear, joined down the middle against a black back ground (February 28, 2013).
Then a 15 second advert1
during SNL (Saturday Night Live) in America (March 2, 2013) This was then
followed by a 60 second teaser2
of the bands first single 'Get Lucky' that debuted on SNL (April
12&13, 2013).
Whilst these teasers where going on, billboards of the albums artwork3
began appearing at SXSW
(South by Southwest) which is a huge set of media related conferences in the US that cover film,
music and interactive media, which lead to fans believing Daft Punk may play a surprise set4
and even
lead fans to create flyers, independently of the main promotional campaign (March 8, 2013)
This also lead to billboards appearing5
in global locations such as London, Paris, Venice and more at
other festivals like the Ultra Music Festivals in Miami (March 15, 2013), which lead fans to create a
reddit.com page for billboard sightings6
the billboards
would also be updated to reveal the album title (March
25, 2013).
The Ultra festival projected the album cover on a wall
across from the venue7
, collectable masks of the duos
helmets were also handed out to fans that attended.
Also around this period journalist that signed a non-
disclosure agreement were allowed to hear the album in advance.
During this period Sony registered the album tracks through PPL which became news worthy as
interest and expectation grew (March 18, 2013).8
This was followed by the 15 second teaser9
on SNL
which promoted pre-orders which were made available the same day on iTunes with the official
album website launched.
Daft Punk released a documentary made(April 3, 2013)bycinematographerEd Lachman (Erin
Brockovich, The Virgin Suicides) on Youtube called 'The Collaborators'10
which featured interviews
with the musicians and personnel that helped make Random Access Memories such as Nile Rodgers
and Pharrell Williams.
1
Uploaded, 2 Mar 2013, ''NEW DAFT PUNK CLIP FROM SATURDAY NIGHT LIVE (3/3/13)'', YouTube, http://www.youtube.com/watch?v=AN1ItiEDBpw - accessed 28 Nov 2013
2
Uploaded, 13 April 2013, ''Daft Punk Pharrell "Get Lucky" SNL Ad'', Youtube, http://www.youtube.com/watch?v=JMJwcOiBoZE - accessed 28 Nov 2013
3 Farella D, 13 March 2013 at 2:01 pm, ''Daft Punk rumors abound at SXSW as March 13th, 2013 arrives'', Dancing Astronaut, http://www.dancingastronaut.com/2013/03/daft-
punk-rumors-abound-at-sxsw-as-march-13th-2013-arrives/ - accessed 28 Nov 2013
4
Farella D, 13 March 2013 at 2:01 pm, ''Daft Punk rumors abound at SXSW as March 13th, 2013 arrives'', Dancing Astronaut, http://www.dancingastronaut.com/2013/03/daft-
punk-rumors-abound-at-sxsw-as-march-13th-2013-arrives/ - accessed 28 Nov 2013
5
Unknown Author, 21 March 2013, ''DAFT PUNK ADVERTS APPEAR ACROSS THE GLOBE'', Mixmag, http://www.mixmag.net/words/news/daft-punk-adverts-appear-across-the-
globe - accessed 28 Nov 2013
6
18 Mar 2013, ''A Map of Daft Punk Confirmed Ads (Ongoing)'', reddit.com, http://www.reddit.com/r/DaftPunk/comments/1ajr67/a_map_of_daft_punk_confirmed_ads_ongoing/
- accessed 28 Nov 2013
7
Billboard Staff, March 23, 2013 1:15 PM EDT, ''Ultra Music Festival Weekend 2, Day 1: 10 Things Seen and Heard'', Billboard Beta,
http://www.billboard.com/articles/columns/code/1554332/ultra-music-festival-weekend-2-day-1-10-things-seen-and-heard - accessed 28 Nov 2013
8
Lipshutz J, March 23, 2013 3:10 PM EDT, ''Daft Punk's New Album, 'Random Access Memories,' Out In May'', Billboard Beta,
http://www.billboard.com/articles/news/1554334/daft-punks-new-album-random-access-memories-out-in-may - accessed 28 Nov 2013
9
Uploaded, 23 March 2013, 'Daft Punk Random Access Memories SNL Ad HD', Youtube, http://www.youtube.com/watch?feature=player_embedded&v=TKKGrKaix44 - accessed 28
Nov 2013
10
The Creators Project, ''Daft Punk Random Access Memories The Collaborator'', Youtube, http://www.youtube.com/playlist?list=PL6uqON-thyrbyAiB8LYlhvyyIDSAHpd7s - accessed
28 Nov 2013
5. 5
The official unveiling of the album was announcedat 79th
Annual Wee Waa Showin Australia an agricultural fair that
annually celebrates the year’s cotton harvest (April 9, 2013).
An expanded 60 second teaser11
for the first single was debuted
simultaneously across three stages at the Coachella Music and
Arts Festival12
, then again on SNL(April 12&13, 2013).
Clothing designer/photographer Hedi Slimane designed new
outfits for the duo via classic couture French fashion house
Saint Laurent which built hype on fashion blogs13
. This was then
followed by the release of the official track list through social-
media on Vine14
(April 16, 2013).
15
The demand for material forced Columbia to release
a radio edit of the first single 'Get Lucky', the song
reach 19 on the Billboard Hot 100 in its first week
and No.1 in 60 countries worldwide.
The song also set a record for first-day streams on
the streaming site Spotify(April 19, 2013).(see app. 41)
Daft Punk would then go on to do a series of
interviews across the globe including Australia16
and
the UK17
. (May 10, 2013).Three days later, there
debuted a cinematic Youtube video, 'Random
Access Memories Unboxed' featuring the duo
opening the album and playing a sample of the first
track from the album (May 13, 2013). This would be
followed by the album being streamed on iTunes18
.
(May 21, 2013) Random Access Memories is
released by Columbia Records.
11
Lapatine S, 13 April 9:13am, ''Watch Daft Punk’s “Get Lucky” Coachella Video'', Stereogum. http://www.stereogum.com/1319791/watch-daft-punks-get-lucky-coachella-
ad/video/ - accessed 28 Nov 2013
12
Weiner J, April 13, 2013 11:10 AM ET, ''Daft Punk Reveal Secrets of New Album - Exclusive'', Rolling Stone, http://www.rollingstone.com/music/news/exclusive-daft-punk-reveal-
secrets-of-new-album-20130413 - accessed 28 Nov 2013
13
Bergin O, 15 April 2013, ''A heavily-sequinned Daft Punk star in the Saint Laurent Music Project'', TELEGRAPH, http://fashion.telegraph.co.uk/article/TMG9995301/A-heavily-
sequinned-Daft-Punk-star-in-the-Saint-Laurent-Music-Project.html - accessed 28 Nov 2013
14
Columbia, April 16 2013, Tracklist, Vine, https://vine.co/v/bFQx23mmUBp - accessed 28 Nov 2013
15
Nielson Media and Entertainment, 1 August 2013, ''Infographic: Daft Punk is Doin' it Right'', Nielson, http://www.nielsen.com/us/en/newswire/2013/infographic-daft-punk-is-
doin--it-right.html - accessed 28 Nov 2013
16
Young A, May 10th, 2013, ''Listen to rare Daft Punk interview on Triple J Radio'', Consequence of Sound, http://consequenceofsound.net/2013/05/listen-to-rare-daft-punk-
interview-on-triple-j-radio/ - accessed 28 Nov 2013
17
Tong P, Fri 10 May 2013, Daft Punk speak to Pete Tong, BBC, http://www.bbc.co.uk/programmes/p018rvjb - accessed 28 Nov 2013
18
Van Buskirk E, May 14, 2013 at 10:59 am, ''Brilliant: Daft Punk Makes Every Blog in the World Link to Its iTunes Page'', evolver.fm, http://evolver.fm/2013/05/14/brilliant-daft-
punk-makes-every-blog-in-the-world-link-to-its-itunes-page/ - accessed 28 Nov 2013
6. 6
I stated at the start that the campaign for Daft Punks Random Access Memories 'arguably' started
back in 2008. Whilst the main promotion of the album is detailed in the previous timeline, as far
back as (October 28, 2008) Daft Punk first teased about their new album 'Right now we are making
music in Paris,'19
While it's the artist's prerogative and job to create new material this arguably is the point where the
seeds of what would become Random Access Memories started. This was preceded by an interview
with ex-Manager Perdro Winter who stated that 'The boys are in a studio in Paris at the moment
...they are slow, you know... They are taking their time,'20
(May 29, 2008).
Due to composition duties for the motion picture Tron Legacy21
the band wouldn't start recording
material until 2009.On (July 14, 2010) an update on the album came from an interview with
songwriter Paul Williams (who wrote hits for Three Dog Night and The Carpenters) stating that he
was'writing an album with a group called Daft Punk'22
.
(September, 2010) would see the duo produce 'Hypnotize U,' for Pharrell Williams group N.E.R.D.23
,
which inevitably ended up on the three planning24
in 2011 to collaborating on the album as well as
the lead hit single 'Get Lucky'.
Through the next two years artist that appeared on the album such as Nile Rogers25
and Chilly
Gonzales26
would reveal they were collaborating on the new Daft Punk album.
In (August 2012) Columbia Records were given the first listen of the album before the final mix was
finished, leading chairman/CEO Rob Stringer to state 'It was like, ‘Oh, my God, if we don’t get this I’ll
be depressed for life.’27
(December 9, 2012) the duo would raise their profile by appearing on The
Simpsons28
, Columbia VP Scott Greer stated by 'Doing the score and appearing in Tron, for example,
gave Daft Punk a $130 million beneficial marketing windfall.'29
(January 4, 2013)would see a Nile Rodgersblog posts30
and (January 26, 2013)rumors rise that Daft
Punk would be releasing new material31
.
19
Diehl M, Tuesday October 28, 2008, ''Q&A: DAFT PUNK (EXCERPT)'', Stop Smiling, http://www.stopsmilingonline.com/story_detail.php?id=1139 - accessed 28 Nov 2013
20
Paterson A, Fri 30th May, 2008, ''ITM EXCLUSIVE: Daft Punk are back in the studio!'', In The Mix,
http://www.inthemix.com.au/news/38001/ITM_EXCLUSIVE_Daft_Punk_are_back_in_the_studio - accessed 28 Nov 2013
21
Prince D.J, March 04, 2009 2:41 PM EST, ''Daft Punk Scores TR2N Soundtrack'', Billboard, http://www.billboard.com/articles/news/269288/daft-punk-scores-tr2n-soundtrack -
accessed 28 Nov 2013
22
Uploaded 14 July 2010, Youtube, 'Paul Williams on Hit Records Nightlife Video hosted by Eddie
Muentes',http://www.youtube.com/watch?feature=player_embedded&v=MiGTc_KdJlc - accessed 28 Nov 2013
23
Uploaded 3 Nov 2010,''N.E.R.D. - Hypnotize U'', Youtube,http://www.youtube.com/watch?feature=player_embedded&v=YM-41D89rdc- accessed 28 Nov 2013
24
Weiner J, April 13, 2013 11:10 AM ET, ''Daft Punk Reveal Secrets of New Album - Exclusive'', Rolling Stone, http://www.rollingstone.com/music/news/exclusive-daft-punk-reveal-
secrets-of-new-album-20130413 - accessed 28 Nov 2013
25
Rudick T, 2 June 2012 | 4:22 pm, ''Disco legend Nile Rodgers talks about cancer, Broadway & his Daft Punk connection'', Culture Map Houston,
http://houston.culturemap.com/news/entertainment/02-06-12-disco-legend-talks-about-cancer-broadway-and-possible-plans-to-record-daft-punks-next-album/- accessed 28 Nov
2013
26
DaPunk, September 30, 2012, ''Chilly Gonzales Reveals Possible Release Date for 4th Album'', The Daft Club, http://www.thedaftclub.com/2012/09/30/chilly-gonzales-reveals-
possible-release-date-for-4th-album/ - accessed 28 Nov 2013
27
Mason K, May 10, 2013, 12:30pm EDT, ''Daft Punk: How the Pioneering Dance Duo Conjured 'Random Access Memories''', Billboard Biz,
http://billboard.kargo.com/entry/view/id/60692?KSID=5883b9af863318b30f9470b5d307b90b- accessed 28 Nov 2013
28
Uploaded 22 Apr 2013, ''Daft Punk on The Simpsons !'', Youtube, http://www.youtube.com/watch?v=5tIwjQDB-uw - accessed 28 Nov 2013
29
Harpine S,26 May 2013,''Daft Punk “Gives Life Back to Music” with Random Access Memories [NEW MUSIC/VIDEO]'', Music Without
Labels,http://musicwithoutlabels.com/2013/05/26/daft-punk-gives-life-back-to-music-with-random-access-memories-new-musicvideo/-accessed 28 Nov 2013
30
Rodgers N, January 4, 2013, ''2013 Won't Be Boring!'', Nile Rodgers.com, http://www.nilerodgers.com/blogs/planet-c-in-english/2588-2013-won-t-be-boring - accessed 28 Nov
2013
31
Wow, January 27, 2013, ''French newspaper leaks new details on Daft Punk’s fourth album'', Stoney Roads, http://stoneyroads.com/french-newspaper-leaks-new-details-on-daft-
punks-fourth-album/ - accessed 28 Nov 2013
7. 7
Sales/Reception
The pre-sales in the US alone were strong, it was expected to sell 250,000 copies in its first week32
,
which showed the effectiveness of the campaign. The first week sales of vinyl sold 19,000 inUS
copies becoming number one and the year's top grossing vinyl33
, the overall first week sales in the
US were 337,00034
. In the UK the CD sold 165,091 copies in its first week35
.To date (28/11/13) the
album is the fast selling album of 201336
and is the 5th biggest selling album of 2013 (so far) 'with
nearly 356,000sales since its release in May'37
.
The single 'Get Lucky' spent four weeks at number one38
, was the number one selling single of 2013
(so far), has since been over taken and is 2nd 'with sales of 1.24 million copies to date.'39
. The album
was certified Platinum on its Australian debut40
.
Random Access Memories also set a record for the most-streamed album in the first week of release
in the US,41
whilst an article on musically.com goes on to state that 'Get Lucky’ was streamed
25,467,772m times in its first four weeks on Spotify.42
,
The same article goes on to note
'Anatomy of a streaming hit' which
outlines several point about the effect
streaming has had on the release, which
mentions the three biggest countries for
the track were US(6.4million streams),
UK(3.8m) and Sweden(3m), whilst other
notable countries involved
Denmark(1.4m), Germany(1.6m),
France(1.2m), Netherlands(1.7m),
Norway(1.7m) and Spain(1m).
32
Caulfield K, May 17 2013 2:38 PM EDT, ''Daft Punk's 'Random' Album Headed For Big Sales Week, Aims For First No. 1'', Billboard Biz,
http://www.billboard.com/biz/articles/news/chart-alert/1562825/daft-punks-random-album-headed-for-big-sales-week-aims-for - accessed 26 Nov 2013
33
Caulfield K, June 01 2013 12:45 AM EDT, ''Daft Punk's 'Random Access Memories' Sells Whopping 19,000 Vinyl Copies in First Week -- at $39.98 List Price'', Billboard Biz,
http://www.billboard.com/biz/articles/news/record-labels/1565576/daft-punks-random-access-memories-sells-whopping-19000-vinyl - accessed 26 Nov 2013
34
Caulfield K, May 28, 2013 8:56 PM EDT, ''Official: Daft Punk's 'Random' Debuts at No. 1 on Billboard 200 With 339,000'', Billboard Biz,
http://www.billboard.com/articles/news/1565020/official-daft-punks-random-debuts-at-no-1-on-billboard-200-with-339000 - accessed 26 Nov 2013
35
Michaels S, Wednesday 18 September 2013 11.12 BST, ''Daft Punk's Random Access Memories is Amazon's best-selling vinyl ever'', The Guardian,
http://www.theguardian.com/music/2013/sep/18/daft-punk-random-access-memories-amazon - accessed 26 Nov 2013
36
Dutta K, Sunday 26 May 2013, ''Believe the hype: Daft Punk get lucky as Random Access Memories becomes the fastest-selling album of the year'', Independent,
http://www.independent.co.uk/arts-entertainment/music/news/believe-the-hype-daft-punk-get-lucky-as-random-access-memories-becomes-the-fastestselling-album-of-the-year-
8632992.html - accessed 26 Nov 2013
37
Lane D, 1 October 2013, ''The Official Top 40 Biggest Selling Albums Of 2013 So Far!'', The Official Charts Company, http://www.officialcharts.com/chart-news/the-official-top-40-
biggest-selling-albums-of-2013-so-far-2519/ - accessed 26 Nov 2013
38
The Official Chart Company, 28 Sept 2013, ''Daft Punk'', The Official Charts Company, http://www.officialcharts.com/artist/_/daft%20punk/ - accessed 26 Nov 2013
39
Lane D, 3 October 2013, ''The Official Top 40 Biggest Selling Singles Of 2013 So Far!'', The Official Chart Company, http://www.officialcharts.com/chart-news/the-official-top-40-
biggest-selling-singles-of-2013-so-far-2523/ - accessed 26 Nov 2013
40
Brandle L, May 28 2013 12:51 AM EDT, ''Daft Punk's 'Random Access Memories' Sets Spotify Records'', Billboard Biz, http://www.billboard.com/articles/news/1564961/daft-
punks-random-access-memories-sets-spotify-records - accessed 26 Nov 2013
41
Brandle L, May 28 2013 12:51 AM EDT, ''Daft Punk's 'Random Access Memories' Sets Spotify Records'', Billboard Biz,http://www.billboard.com/articles/news/1564961/daft-
punks-random-access-memories-sets-spotify-records - accessed 26 Nov 2013
42
Dredge S, May 23rd 2013, ''Anatomy of a streaming hit: Daft Punk’s first-month Spotify plays for ‘Get Lucky’'', Music Alley, http://musically.com/2013/05/23/anatomy-of-a-
streaming-hit-daft-punks-first-month-spotify-plays-for-get-lucky/ - accessed 26 Nov 2013
8. 8
What's interesting about these numbers is that; they only account for Spotify, disregarding
Youtube(144,946,003 plays so far since 18/04/13)43
and other means of online streaming, these
figures show how important viral presence is in marketing today, as well as howthe campaign has
crossedcultural divides around the world.
Considering that Daft Punk are a French based Electro/Dance group who's last album (Third Studio)
'Human After All'sold 125,000 copies in the US alone since its release44
in 2005 and Random Access
Memories sold 337,000copies in its first week, points to the effectiveness of Random Access
Memories strategy.
To emphasis the difference in sales here's a table of album success between Human After All 2005
and Random Access Memories 201345
This graph is helpful in showing us how the marketing team
have successfully reached audiences in other more diverse
areas of the world as well as grow the popularity of the built in
fan base of Daft Punk.
The album has gone Platinum in 6 countries and Gold in 7.
Reaching number one in 23 countries worldwide and reached
number three in Japan.
46 47
43
Uploaded 18 Apr 2013, ''Daft Punk - Get Lucky (Official Audio) ft. Pharrell Williams '', Youtube, http://www.youtube.com/watch?v=5NV6Rdv1a3I - accessed 26 Nov 2013
44
Caulfield K, May 17 2013 3:08 PM EDT, ''Daft Punk's 'Random' Album Headed For Big Sales Week, Aims For First No. 1'', Billboard Biz,
http://www.billboard.com/articles/news/1562828/daft-punks-random-access-memories-heading-for-big-sales-aiming-for-no-1 - accessed 26 Nov 2013
45
Wikipedia, 22 November 2013 11:42, ''Daft Punk discography'', Wikipedia, http://en.wikipedia.org/wiki/Daft_Punk_discography- accessed 26 Nov 2013
46
Wikipedia, 28 November 2013 at 18:25., ''Random Access Memories'' , Wikipedia, http://en.wikipedia.org/wiki/Random_Access_Memories - accessed 26 Nov 2013
47
Wikipedia, 28 November 2013 at 18:25., ''Random Access Memories'' , Wikipedia, http://en.wikipedia.org/wiki/Random_Access_Memories - accessed 26 Nov 2013
9. 9
Analysis
Taking meetings in London and the rest of marketing territories worldwide, led by the US team,
Columbia planned a marketing strategy of how the campaign would unfold.
'giving them their mission statements, ...Everyone was facing the same direction. ‘This is the date the
spot’s going to premier on “SNL.” You can then place your spot on your relevant pop culture show
after that date.’”48
.
This really shows that everything was considered and prepped before the release.Considerations
such as potential income revenues and singles were all decided long before the general public would
even hear the first song or see the first image.
“at least four radio records” on the album, including “Lose Yourself to Dance” and “Instant Crush”
with Casablancas, and other opportunities: “Licensing and synchs will be dramatic,”49
The Daft Punk campaign for Random Access Memories is one of the most successful marketing
strategies of recent times and most likely will be used as a blueprint for future album releases.
Greer stated Columbia took an “an analog-to-digital approach,”50
. The marketing team used a mix of
traditional and new media means to promote the album.
The example of the billboards in varying cities is a classic example of how companies used to
promote albums in the past as 'the idea was how you’d see a Stevie Wonder or Pink Floyd billboard
on Sunset Boulevard back in the day, and it would tell a story without a ton of copy'51
and expanded
on by the band themselves 'When you drive on the sunset strip and see these billboards, it’s more
magical than a banner ad,'52
.
As for using current means of promotion the band made several videos which went out on TV,
Virally and at different festivals, this is an especially effective means as this help them tap in to
the zeitgeist, considering the festival market was a great means for them to target their market
and the internet micro-site53
utilized straight to fan marketing, but the main piece of promotion
being the SNL teasers, as the show is a big part of American pop-culture, 'SNL is this part of
American culture with a certain timelessness to it'54
.
These are great examples of the observational learning theory and how a marketing team uses
Attention, Retention, Production and Evaluation to sell their product, also these examples were on-
going and repeat constantly until the album's release which supports the concept of the marketing
team repeating a message until it sinks in to the consumer.
48
Mason K, May 13, 2013 2:45 PM EDT, ''Daft Punk’s Thomas Bangalter, Columbia’s Rob Stringer On the Making of ‘Random Access Memories’'', Billboard,
http://www.billboard.com/biz/articles/news/branding/1561386/daft-punks-thomas-bangalter-columbias-rob-stringer-on-the-making- accessed 28 Nov 2013
49
Mason K, May 13, 2013 2:45 PM EDT, ''Daft Punk’s Thomas Bangalter, Columbia’s Rob Stringer On the Making of ‘Random Access Memories’'', Billboard,
http://www.billboard.com/biz/articles/news/branding/1561386/daft-punks-thomas-bangalter-columbias-rob-stringer-on-the-making- accessed 28 Nov 2013
50
Mason K, May 13, 2013 2:45 PM EDT, ''Daft Punk’s Thomas Bangalter, Columbia’s Rob Stringer On the Making of ‘Random Access Memories’'', Billboard,
http://www.billboard.com/biz/articles/news/branding/1561386/daft-punks-thomas-bangalter-columbias-rob-stringer-on-the-making- accessed 28 Nov 2013
51
Diehl M, Mason K, May 17, 2013 1:20 PM EDT, ''Daft Punk’s ‘Random Access Memories’: A Timeline of the Global Teaser Campaign'', Billboard Biz,
http://www.billboard.com/biz/articles/news/branding/1562715/daft-punks-random-access-memories-a-timeline-of-the-global-teaser?page=0%2C2 - accessed 26 Nov 2013
52
Weiner J, April 13, 2013 11:10 AM ET, ''Daft Punk Reveal Secrets of New Album - Exclusive'', Rolling Stone,http://www.rollingstone.com/music/news/exclusive-daft-punk-reveal-
secrets-of-new-album-20130413 - accessed 28 Nov 2013
53
Columbia, Unknown Upload Date, RandomAcecessMeories.com, http://www.randomaccessmemories.com/deluxe/ - accessed 26 Nov 2013
54
Weiner J, April 13, 2013 11:10 AM ET, ''Daft Punk Reveal Secrets of New Album - Exclusive'', Rolling Stone,http://www.rollingstone.com/music/news/exclusive-daft-punk-reveal-
secrets-of-new-album-20130413 - accessed 26 Nov 2013
10. 10
The campaign was based around teasing the audience with little clips, ads and reveals little by little,
not giving too much away until the album's release, which always came as a surprise for fans and in-
turn what this achieved was positive reinforcement, which resulted in fans aiding the promotions by
starting the reddit billboard websites and creating and handing out flyers at SXSW.
“The idea was entirely fan-driven and based on fan discovery, ..It was an old-school record company
reveal: You don’t know anything until you rip off the shrink wrap.”.55
The other outcome from all the teasers, surprises and association with brands (Saint-Laurent) and
other musicians (Pharrell Williams & Nile Rodgers) this leads to other media such as newspapers,
magazines, other fan bases and age groups jumping on to the hype, creating another form of
promotion without or less expense to the promotional strategy itself.
55
Mason K, May 13, 2013 2:45 PM EDT, ''Daft Punk’s Thomas Bangalter, Columbia’s Rob Stringer On the Making of ‘Random Access Memories’'', Billboard,
http://www.billboard.com/biz/articles/news/branding/1561386/daft-punks-thomas-bangalter-columbias-rob-stringer-on-the-making- accessed 28 Nov 2013
11. 11
Conclusion
The best idea that this campaign utilized was the two helmet symbol joined in the middle, the
reason being because its instantly distinguishable as Daft Punk, it gives nothing away, it looks good,
feels contemporary, teases and suggest numerous possibilities and means something different to
each individual, like the Batman symbol, the Apple logo or the 'M' in MacDonald's it suggests pop-
culture. Which is the perfect starting point for any marketing team and this campaign has indicated
through the number of units sold, records and zeitgeist reaction the Random Access Memories
campaign is not only an ideal example of a marketing strategy it's an indicator of how innovative and
what the future of marketing is going to be.
12. 12
Bibliography
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http://www.youtube.com/watch?v=AN1ItiEDBpw - accessed 28 Nov 2013
2
Uploaded, 13 April 2013, ''Daft Punk Pharrell "Get Lucky" SNL Ad'', Youtube,
http://www.youtube.com/watch?v=JMJwcOiBoZE - accessed 28 Nov 2013
3
Farella D, 13 March 2013 at 2:01 pm, ''Daft Punk rumors abound at SXSW as March 13th, 2013
arrives'', Dancing Astronaut, http://www.dancingastronaut.com/2013/03/daft-punk-rumors-
abound-at-sxsw-as-march-13th-2013-arrives/ - accessed 28 Nov 2013
4
Farella D, 13 March 2013 at 2:01 pm, ''Daft Punk rumors abound at SXSW as March 13th, 2013
arrives'', Dancing Astronaut, http://www.dancingastronaut.com/2013/03/daft-punk-rumors-
abound-at-sxsw-as-march-13th-2013-arrives/ - accessed 28 Nov 2013
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