Building Your Digital Marketing Plan

Building Your Digital Marketing Plan –
The “Prodigy/Invaders Must Die” Case Study
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The first new studio album in 5 years.
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Album released 23rd February 2009.
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1st Single ‘Omen’ 16th February 2009.
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2nd Single ‘Warrior’s Dance’ May 11th ’09.
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Master email list created
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Sorting email address’ from previous label, promoters, CV and band. Cleaning duplicates
Birmingham & Sheffield Warehouse gigs
mailout – 4/4/08
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First test of the email list, cleaning out bounce backs etc and encouraging sign-ups.
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Warehouse shows
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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:
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World’s On Fire - Bilbao
Warning – T In The Park
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Mailing List
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Social Networks
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Street Team
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Widget
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4/11 – arena tour announced & album preorder live. 200 albums pre-ordered in first hour
through Recordstore
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Mid-November – start working with WebSheriff
on pre-release strategies
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Pre-Release Strategies
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Secure album streams
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Making sure all metatags are
input and correct is extremely
important!
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27/11 - listening party
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28/11 – Xbox Live Xtival
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Key sites and blogs invited down. First impression pieces on Quietus, Gigwise and Clash.
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
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10/1 - Artwork + tracklisting revealed to fans
via email and online pr
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15/1 – Widget distributed
Widget statistics
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Recruited through the web – message from the
band’s Facebook; posted on official website
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Spread messages throughout online forums
and social networks – MySpace, Facebook,
Twitter, YouTube
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creative ways of spreading the word
Stencils
Youtube
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1st Single on iTunes week early (9/2)
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Album Pre-order 2 weeks up front (9/2)
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Complete My Album
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4/2 - banners live on Yahoo / Blue Lithium
(album), MySpace, Resident Advisor
(album+single)
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5/2 – Invaders Must Die game live on
NME.com / Nuts / Mouse Breaker
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6/2 – ALBUM LEAKED
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2 ½ weeks pre-retail
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Watermarked cd tracked down
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Last album suffered leak 2 months pre-retail
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9/2 - NME Takeover – OMEN – for 2 days
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Digital bundle exclusively available through iTunes –
reached number 8 in chart
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11/2 - resident advisor newsletter takeover
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16/2 - mixmag / kerrang banner ads – single + album
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23/2 – INVADERS MUST DIE RELEASED
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23/2 – NME.com takeover – album – 2 days
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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%
3
26892
5929
22%
4
20147
4007
19%
5
17463
3415
20%
6
16281
2808
17%
7
16094
2569
16%
Amazon £3
album of
the week
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Communication
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Digital retail Plan
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Targetted Advertising
Million Media