The latest in a series of clever digital campaigns for Bob Dylan, this targeted fans going to gigs with an ‘out now’ message on their mobiles.

Note, the text below was supplied by the team behind the campaign.


Sony Commercial – Legacy

Team members involved

Jo Kalli – senior marketing manager, Sony Commercial UK
Frazer Lawton – senior publicist, Columbia UK
Julie Sandrin – head of digital marketing, Sony Commercial UK
Jeroen Vandermeer – senior director, marketing, Legacy US

Campaign breakdown

Budget: £5k – £10k
Audience demographic: 30% female / 70% male, age 30+, London region skew

Overview of campaign

This year, Sony Commercial released the 12th volume of Dylan’s Bootleg Series. The Cutting Edge gives a unique insight into Bob Dylan’s creative process when recording Bringing It All Back Home, Highway 61 Revisited and Blonde On Blonde between 1965 and 1966.

On top of amazing press reviews across The Guardian and Uncut, we secured a bonus 52-page Bootleg Series book with the December issue of Mojo to reach out to his core traditional fanbase.

Two weeks before release, Dylan toured the UK: we used this opportunity to target fans going to the gigs with display advertising across mobile, pinpointing their exact location around the venues. We retargeted them around the release too with an “out now” message.

1965-66 was a turning point in Dylan’s career: his UK tour included an acoustic set, followed by an electric set. This transition has become one of the most famous tours in rock ‘n’ roll history, culminating with fans calling him “Judas” in Manchester. We uncovered rare and hilarious footage of fans back then, storming out of his gigs, demanding their “money back” and saying Dylan was “prostituting himself” for going electric.

Noisey and Vice premiered the fan video, telling the infamous story to a new and younger audience, which became an important focus in this campaign.

Columbia US collaborated with Genius to showcase the development of classic Dylan songs. Evolution Of A Song encompassed changes in Dylan’s lyrics. The Studio A Revisited microsite allowed fans to play with the studio stems that make up ‘Like A Rolling Stone’.

A listening session timeline gave inside stories behind these sessions and a Spotify playlist retraced the evolution of Dylan’s sound in 1965 and 1966. Pseudo videos and rare footage were unveiled with media partners throughout the pre-order phase, including the ‘Visions Of Johanna’ video which premiered on The Guardian for the world.

We also supported all activity via our local Legacy UK channels, which were launched earlier this year.

Results and key learnings

This campaign was a brilliant result, with sales in the first week outperforming sales of the previous bootleg (which was released last year) by 17%. This was also due to a great retail campaign.

We gave HMV an exclusive limited-edition 7” single; fans who bought it were given a £2 discount on The Cutting Edge. Amazon was also a great support and we also secured a Kindle wake screen campaign, targeting previous buyers of Dylan products on Amazon.

Links and extra info

Evolution Of A Song –
Studio A Revisited microsite –
Legacy UK –

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


£0 – £500 budget

Asian Dub Foundation
Taylor Swift
Vild $mith

£2k – £5k budget

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

£5k – £10k budget

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

£10k – £25k budget

Bring Me The Horizon
Lionel Richie
One Direction
Raleigh Ritchie

£25k+ budget

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

Budget not provided

They Might Be Giants

EarPods and phone

Tools: platforms to help you reach new audiences

Tools :: Wyng

Through Music Ally’s internal marketing campaign tracking, we’ve recently discovered an interesting website by the…

Read all Tools >>

Leave a comment

Your email address will not be published. Required fields are marked *