Marketing

Chemical Brothers :: digital marketing case study


Tags:

Excellent mobile-first thinking with visuals that not only allowed users to listen to the new songs but also creatively displayed their back catalogue while allowing fans to easily put together their own playlists to drive additional streams on Spotify.

[Note, the text that follows was submitted by the team behind the campaign, rather than written or edited by Music Ally.]

Company

Virgin EMI

Team members involved

Luke Ferrar – senior digital marketing manager

Campaign breakdown

Budget: £2k – £5k
Audience demographic: 30% female / 70% male, London

Overview of campaign

Interactive visualiser to listen to the new Chemical Brothers album on Spotify, using mobile WebGL combined with the Spotify API (which has never been done before).
Three key functions:
Listen to a sampler of the album whilst controlling the trippy visual in the background
Create your own ultimate Chemical Brothers playlist and save/share it
Timeline of historic singles/albums
All of it was perfectly optimised for mobile.

Results and key learnings

16k visits
1 minute 15 seconds average dwell time
4,306 streams of the album samplers
994 playlists shared
2,856 visits to timeline
38% bounce rate

I’ve used the Spotify API for more interesting album samplers in my marketing activities this year. The API itself is vast and intricate and the possibilities are seemingly endless.

We were particularly proud of how this worked on mobile. It pushed the boundaries of Web GL in mobile browsing as well using your device’s accelerometor. Credit to Grant at NEU for building it.

Links and extra info

http://www.bornintheechoes.com

Music Ally runs popular courses on digital marketing. Click here for more information on our latest courses.

READ THE OTHER DIGITAL MUSIC MARKETING CASE STUDIES

£0 – £500 budget

Asian Dub Foundation
Health
Maná
Steve
Taylor Swift
Vild $mith

£2k – £5k budget

Chemical Brothers
George Ezra
Lord of the Mics
Ludovico Einaudi
Tove Styrke
Whitesnake
Yacht

£5k – £10k budget

Bob Dylan
David Bowie
James Morrison
Max Richter
Mysteryland USA
Tove Lo

£10k – £25k budget

Avicii
Bring Me The Horizon
Lionel Richie
Madeon
One Direction
Raleigh Ritchie

£25k+ budget

Elvis Presley
Frank Carter
Iron Maiden
Jess Glynne
New Order
Years & Years

Budget not provided

j.viewz
They Might Be Giants

Nikoo Sadr

Read More: Marketing
Leave a Reply

(All fields required)