There’s a new Coldplay double-album on the way next month, and it sounds like the band and their team are having fun with the announcement process.
So far, the teaser campaign has included a typewritten letter sent to fans (“For the last 100 years or thereabouts, we have been working on a thing called Everyday Life…”); posters in strategic locations across the world; switching out existing ‘Canvas’ videos on Spotify for 1920s-style clips; a Facebook post backdated to 22 November 1919; and now a live countdown on the band’s website.
Judging by the response, the campaign is already doing very well on its dual aims: getting fans buzzing about the new release, and generating media coverage without traditional press releases or other outreach to journalists.
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