We all know the sheer power of social media, especially when it can be harnessed for good in promoting music. But what techniques can take social media music marketing to the next level? Some viral campaigns are explained, from Nine Inch Nails Year Zero to James Blunt’s 20th anniversary of Back to Bedlam.
Exclusive Prizes and Bonuses
Gifting people with prizes and bonuses through gamified content is a tried-and-tested technique for many entertainment sectors, particularly the iGaming industry. Many online casino platforms offer exclusive sign-up and loyalty bonuses. For example, the PokerStars bonus for new customers in the UK matches players’ first three deposits 100% up to a maximum of £400 if made within 60 days of signing up. Promo codes are also available for players in the US, which give players prizes such as spin & go tickets, free spins, and instant bonuses.
Year Zero by Nine Inch Nails
While this technique is popular in areas like iGaming, it is less well-used in the music industry. That said, its effectiveness cannot be questioned, as one implementation made for one of the most iconic campaigns of the last couple of decades. In 2007, the gamified promo for the Nine Inch Nails album Year Zero encouraged fans to use various technologies to do a treasure hunt for bonus content.
The band called this 1.5-year campaign a new form of entertainment, as fans had to immerse themselves into online portals, decode cryptic messages on merchandise, and physically hunt for hidden USB sticks at their gigs. What they found granted them access to various previews and bonus features, such as the files of songs from the upcoming album. Needless to say, this campaign went viral on social media, as fully virtual options allowed people to participate no matter where they were located.
James ‘Blun(ty) McBluntface’
When social media first took off, it was assumed that brands needed a professional online presence. Over time, however, the brand voice on social media has become a concept of its own, with more and more companies fostering a more humorous approach, particularly on X (formerly known as Twitter).
Just take something like the budget supermarket chain Aldi. The European brand may have started with a professional voice on X, but it has leaned into the memes and jokes over the years. In particular, Aldi went viral with the #FreeCuthbert hashtag amidst its legal battle with M&S, even using the slogan ‘Like M&S, but cheaper’ on the platform.
This fearless and brazen style of humour has also been used to create viral moments in the music biz too – though, admittedly in a more self-deprecating style! And, no one quite exemplifies this more than James Blunt (if we can still call him that).
The “You’re Beautiful” singer skyrocketed to popularity on X thanks to his quick wit and dark humor. More recently, he’s been making a hit with various sketches on Instagram and TikTok, too. But perhaps in the funniest music marketing move of the decade, the singer pledged to legally change his name to an audience-chosen name if his 20th-anniversary edition of Back To Bedlam re-entered the chart at number 1. While (unfortunately for us) James didn’t become Blunty McBluntface, the album reached number 4, marking his first entry to the top 10 in 18 years.
View this post on Instagram
As you can see, combining social media with new technologies, giveaways and prizes, gamification, audience participation, and just good old British humour can help you take your next music marketing campaign to the next level.
