Behind The Campaign: Imagine Dragons – Sandbox 129

For Smoke + Mirrors, their second album, Las Vegas band Imagine Dragons placed game and film syncs front and centre and the live plot was tightly woven into the album marketing. Liz Goodwin, head of campaign strategy at Polydor Records, and Maddy Smith, senior digital campaign manager at Polydor Records, explain how the inclusion of streaming into the UK albums chart is directly affecting long-term marketing pushes, why playlists can be used to take fans deeper into the album, where retargeting delivers the best results and why there is no such thing as “a quiet time” in the record business any more.

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