building your digital marketing plan – the prodigy case study

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 createdSorting 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 showsCamera phone footage of 2 new album tracks uploaded onlineFan base buzz building

Band playing international festivalsFirst 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 WebSheriffon pre-release strategies

Pre-Release Strategies

Secure album streams

Making sure all metatags are input and correct is extremely important!

27/11 - listening partyKey sites and blogs invited down. First impression pieces on Quietus, Gigwise and Clash.

28/11 – Xbox Live XtivalHD 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 wordStencilsYoutube

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 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%

#1 record Week 1

Amazon £3 album of the week

Communication

Digital retail Plan

Targetted Advertising

Million Media