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THIS YEAR's BEST DIGITAL MUSICAL MARKETING CAMPAIGNS

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THIS YEAR's BEST DIGITAL MUSICAL MARKETING CAMPAIGNS DECEMBER 17 2014 sandboxMUSIC MARKETING FOR THE DIGITAL ERA ISSUE 123 THERE GOES 2014 THIS YEAR’s BEST DIGITAL MUSICAL MARKETING CAMPAIGNS SANDBOX 2014 SURVEY CONTENTS/CAMPAIGNS THERE GOES 03 5 Seconds of Summer 15 Linnea Henriksson 04 Bombay Bicycle Club 16 Live Lounge 05 Calvin Harris 17 Oasis 06 Def Jam 18 Paloma Faith 2014 Dolly Parton Sam Smith this year’s best digital 07 19 music marketing campaigns 08 Ed Sheeran 20 Shawn Mendes s is now a December tradition, of cash thrown at them. welcome to our end of year Special thanks to Claire Mas for 09 Example 21 Taylor Swift Asandbox where we invited you, organising submissions and ensuring the readers, to submit the digital music that everyone got their pieces in on marketing campaigns you were most time. Thanks also to Ed Miller for his 10 Foo Fighters 22 The Raveonettes proud of this year. sterling design work – not just on this Once again, it is an enviably eclectic sandbox special but also on sandbox George Ezra The Who set of campaigns on display – ranging and the Music Ally Report throughout 11 23 from those done on a shoestring all the the year. way up those with towering budgets. sandbox is back in January where 12 Karen O 24 Tinie Tempah We are financially agnostic at sandbox we will, as always, be covering the most and are much more concerned with the innovative and interesting marketing quality of ideas on display rather than campaigns, showcasing the tools 13 Katherine Jenkins 25 Wilko Johnson & the budget spent. you just can’t do without and making Roger Daltrey With that in mind, we feel the sense of all the latest trends and Kooks campaigns featured here all stand up on developments in digital marketing. 14 their own merits and not on the amount See you in 2015. 2 | sandbox | ISSUE 123 | 17.12.14 SANDBOX 2014 SURVEY 5 SECONDS OF SUMMER UMGI / CAPITOL Records UK CAMPAIGN BREAKDOWN CAMPAIGN BUDGET Undisclosed AUDIENCE DEMOGRAPHIC - GENDER Female - 85% / Male - 15% To Derp Con, created eye-popping 3D GIFs AUDIENCE DEMOGRAPHIC - AGE 13-24 and hosted their very own fan convention (Derp Con) in Los Angeles for competition AUDIENCE DEMOGRAPHIC - LOCATION winners from all over the world. All of which Global helped make the band one of the biggest Top three locations – US, UK, Australia breakthrough artists of the year and hit #1 with their debut album in over 70 countries. LINKS AND EXTRA INFO Hungry 5SOS hungry5sos.com RESULTS 3D GIFS • 3m hits on Hungry 5SOS in just 30 minutes GIF1 Click to view and regular worldwide trends. GIF2 Click to view Capitol Records UK • 50k purchase clickthroughs and 250k video GIF3 Click to view Chris O’ Gorman marketing clickthroughs in five days via the 3D gifs. GIF4 Click to view Jamie Leeming marketing • 1m plays, 250k mentions of #5SOSNinjas GIF5 Click to view and 40k purchase clickthroughs in the first Capitol Music Group 24 hours of Road To Derp Con launching. Derp Con competition website Nick Simmons marketing • 500k fans entered competitions to attend www.5sosderpcon.com Derp Con . Management Road To Derp Con game Kate Sullivan Modest! Management KEY LEARNINGS www.roadtoderpcon.com Katie Ray Modest! Management TEAM MEMBERS Matt Emsell Wonder Management Throughout the campaign, we learned INVOLVED Gabrielle Pabustan Wonder Management that the key to exciting the band’s fanbase UMGI was to keep everything as organic, fresh Deborah Hyacinth VP OVERVIEW OF CAMPAIGN and fun as possible across all platforms. Mattie Bennett creative digital manager Innovation and technology was used to George Harb global marketing innovation In 2014, 5 Seconds Of Summer launched enhance this organic approach but was not George Sharpe social CRM manager two retro games, Hungry 5SOS and Road the primary focus. 3 | sandbox | ISSUE 123 | 17.12.14 SANDBOX 2014 SURVEY BOMBAY BICYCLE CLUB ISLAND RecordS TEAM MEMBERS a world-first: an interactive music video for by superimposing another layer of INVOLVED their first single, ‘Carry Me’, that allowed in- animations by the person that created the video animation by the viewer by dragging live visuals for their new tour. CAMPAIGN BREAKDOWN Guillermo Ramos – senior marketing the mouse from side to side. We partnered CAMPAIGN BUDGET £10,000 – £25,000 manager, Island with Powster, a very proactive production RESULTS Ste Thompson, Drew Robinson and company with a keen sense of our vision. AUDIENCE DEMOGRAPHIC - GENDER James Swindwells – Powster The result saw Bombay’s launch be the The results were convincing: 80k views in Female - 57% / Male - 43% strongest yet – with its own website: the first day; 130k in the first week; 480k in www.carryme.tv. the first month. The dwell time for the first OVERVIEW OF CAMPAIGN AUDIENCE DEMOGRAPHIC - AGE 18-24 It was a massive talking point, both two months of 7:30, despite the song only Bombay’s last album campaign was all among fans and the media. The interactive being 4:25 long, showed terrific interaction. AUDIENCE DEMOGRAPHIC - LOCATION based around the core idea of loops and video was built up by filming nine almost Our video was a focal point of a Sky Click London, UK cycles. Starting with the way the album was identical takes, which then are controlled TV report on interactive videos (with a composed and built up, sampling sounds by the mouse to create the in-video piece online too) and has been nominated LINKS AND EXTRA INFO and instruments from all over the world, animation, all without disrupting the flow for Berlin Music Video Awards, One Show www.carryme.tv looping and overlapping them – through of the video. By combining a male/ Awards etc. It was the PR value that helped news.sky.com/story/1196641/band-take-interactive- to the end result of the album artwork female pair of contemporary dancers it travel on blogs and social networks. It was techno-trip-for-fans and the concept behind that. Every other with takes of the band singing, drumming cutting edge – much like the adventurous www.youtube.com/watch?v=OZCfqhRgJ0Q initiative around album launch had to start and in a variety of situations, this brought sound of the band. www.powster.com/carryme with the same premise. to life an interesting idea with quick and KEY LEARNINGS As is to be expected, an exciting artist comeback relies firstly on the music, but has a bigger chance of going viral with a clear creative vision running through it. For those technically savvy, our video was groundbreaking; for more casual fans, Inspired by Eadweard Muybridge ’s work, it was just exciting. Our targets were to the forefather of studies in motion-picture exciting visuals that pulsate in line with the create something highly engaging and projection, we set out to bring this concept percussive nature of the song. highly sharable. We succeeded. Together into 2014 with an interactive element to Whilst this was the video we launched with the idea behind the artwork, and engage the now-sizable Bombay fanbase. the single (and album) with, we also when the video springs to life in the live He came up with the phenakistoscope created a “definitive director’s cut” – which show animations, it feels like we created and zoetrope technology to create the first Powster edited – to sit on Vevo (the more a ‘visual world’ for Bombay’s latest album ‘movies’ (or mini gifs!). So we shot a video traditional platform). However, this was that is very clearly them – and could only that followed the zoetrope idea and created then made even more visually interesting be them. 4 | sandbox | ISSUE 123 | 17.12.14 SANDBOX 2014 SURVEY CALVIN HARRIS COLUMBIA TEAM MEMBERS our streaming partners, and Spotify in audio inventory, mobile notifications, INVOLVED particular, worked very closely with us to CRM and comprehensive support across execute a streaming strategy which yielded artist and label channels on the day of CAMPAIGN BREAKDOWN Edd Blower and Paula Hanley unprecendented results and took advantage the event CAMPAIGN BUDGET £25,000 Amy Wheatley and Stacey Tang of the ‘on air/on sale’ release of the single, Victoria Needs and Laura Murray-Willis ‘Blame’. Key components included: RESULTS AUDIENCE DEMOGRAPHIC - GENDER Louise Woolsey l A ‘Follow’ campaign using paid, unpaid and Female - 50% / Male - 50% Cindy James earned media to drive Calvin’s follower base l Calvin became the first British solo act to in advance of album release. top 1bn streams on Spotify AUDIENCE DEMOGRAPHIC - AGE 18-34 OVERVIEW OF CAMPAIGN l Homepage takeovers upon release of l ‘Blame’ went to #1 on Spotify’s Global ‘Blame’ in all 57 Spotify-launched territories Chart within three days of release, making AUDIENCE DEMOGRAPHIC - LOCATION UK/Global Prior to the release of his album, Motion, – working closely with our international it the fastest streaming single to reach in November, Calvin Harris had sold over team, this co-ordinated approach the global #1 position in Spotify history. It LINKS AND EXTRA INFO 2m albums and more than 35m singles consolidated awareness upon release and also broke the Spotify record for the most Website - www.calvinharris.co.uk worldwide. With this release, we wanted drove streams massively globally (delivering streamed track in a single day and was the Facebook – http://smarturl.it/CHFacebook to consolidate Calvin’s position as a over 22m impressions worldwide) first track to break 10m streams in a week Twitter – http://smarturl.it/CHTwitter creative global superstar and continue l A Spotify Browse playlist feature in key globally Instagram – http://smarturl.it/CHInstagram to break records. The addition of markets – the first time ever that an artist- l ‘Blame’ had accounted for 227% more Spotify – http://smarturl.it/CHSptfy streaming to the singles chart in July generated playlist was featured in Browse streams than previous single ‘Summer’ YouTube – http://smarturl.it/CHYT added an extra dimension to our ongoing editorial and 950% more than ‘Under Control’ within streaming strategy and was the ideal l Additional Spotify-owned Calvin Harris the first 10 days of its release opportunity to demonstrate Calvin’s scale playlist Browse feature which extended l Total number of Spotify followers and global appeal.
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