Marketing

George Ezra :: digital marketing case study


Tags:

George Ezra isn’t a wally, but this fun campaign for the musician took its inspiration from the Where’s Wally books.

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

Company

Columbia Records UK

Team members involved

Edd Blower – Senior Digital Marketing Manager
Lauren Fitzgerald – Channel Manager
Alex Eden-Smith – Senior Marketing Manager
Terrence Summerbell – Digital Creative

Campaign breakdown

Budget: £2k – £5k
Audience demographic: 70% female / 30% male, age 13-55, global

Overview of campaign

Throughout the George Ezra campaign we have launched mini websites – one for Ezra Express and another that developed over time called IsGeorgeEzrasAlbumOutYet.com.

To book end the ‘Wanted On Voyage’ album campaign we wanted to create one more mini site – and taking inspiration from the Barcelona video, we worked on a Where’s Wally-style game for George’s fans.

The illustration is littered with in-jokes that people will understand if they follow George on his social media accounts, but it also works on a more superficial level – if you were a newer fan and you’ve only watched one or 2 of his official video, for example.

It contains characters and locations from throughout George’s Wanted On Voyage project such as Gallimaufry – the pub where George did his Bristol residencies in the earliest stages of the campaign; The Ezra Express Scenarios and characters from all of his music videos; Characters from the album art; His own Family members; His manager; and producer of his album.

The overall aim was to engage the fanbase, and to reward people who’ve been there from the start.  If you collect all the characters you are then able to win signed and personalised copies of the art print.

Results and key learnings

George’s engagement on Facebook quadrupled around this activity: 15k website pageviews over the campaign; 30% completed the game; 40% of those completions resulted in 2k new email signups; And fans loved it.

Links and extra info

http://wheresezra.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)