Sonic’s HOT video campaign for Chapel Club
Sonic went all out to promote Chapel Club's album 'Palace' with one HOT campaign using social media, video and editorial building pre-release hype.
Sonic went all out to promote Chapel Club's album 'Palace' with one HOT campaign of pre-release hype using social media channels, sponsored exclusive video placements, overlays and homepage takeovers on four key indie sites: Clash, DIY, The Fly and Artrocker.
This style of campaign can be used across music genres and also for brands wanting to align with cutting-edge youth content.
Chapel Club Display and Video on Sonic
In the week leading up to Chapel Club's album release, key indie sites DIY, Clash, Artrocker and The Fly each had exclusive acoustic recordings of tracks off the album.
The sites placed the videos on their homepage with banners in MPU placements; hosted them in editorial and hyped up the videos through facebook and twitter. All video elements and editorial clicked through to pre-order and then order.
On the day before the release, overlay banners were placed on all the sites and DIY hosted a homepage takeover.
Social Media on Chapel Club
Sonic used social media to distribute content, drive traffic and start a conversation on publisher's channels
Sonic's key sites in this campaign utilised their social media channels in a big way:
1) Sonic Indie sites shouted out to their users and fans to drive traffic to the exclusive video, editorial and hype up the album release.
2) Sonic incentivised users to re-tweet and like Chapel Club content on Sonic sites' social media pages with a chance to win signed Chapel Club artwork.
Liking or retweeting will post on a user's profile which will be seen by their friends and followers, increasing traffic volumes to Chapel Club's editorial content.
Additional Ideas
Sonic can also run similar campaigns for brands with sponsored content or to drive traffic to a specific site.
Sonic can incorporate other elements to build hype around content:
- Cross-platform promotion with Sonic print titles
- Sponsorship of a podcast or mixtape with relevant content
- Live online Q & A between artists and users
- Editorial takeovers of a Sonic site with an artist reviewing music, films, games and fashion they like on the day of release
For more information, download details of our music campaigns here:
Sonic Music 2013
This style of campaign can be used across music genres and also for brands wanting to align with cutting-edge youth content.
Chapel Club Display and Video on Sonic
In the week leading up to Chapel Club's album release, key indie sites DIY, Clash, Artrocker and The Fly each had exclusive acoustic recordings of tracks off the album.
The sites placed the videos on their homepage with banners in MPU placements; hosted them in editorial and hyped up the videos through facebook and twitter. All video elements and editorial clicked through to pre-order and then order.
On the day before the release, overlay banners were placed on all the sites and DIY hosted a homepage takeover.
Social Media on Chapel Club
Sonic used social media to distribute content, drive traffic and start a conversation on publisher's channels
Sonic's key sites in this campaign utilised their social media channels in a big way:
1) Sonic Indie sites shouted out to their users and fans to drive traffic to the exclusive video, editorial and hype up the album release.
2) Sonic incentivised users to re-tweet and like Chapel Club content on Sonic sites' social media pages with a chance to win signed Chapel Club artwork.
Liking or retweeting will post on a user's profile which will be seen by their friends and followers, increasing traffic volumes to Chapel Club's editorial content.
Additional Ideas
Sonic can also run similar campaigns for brands with sponsored content or to drive traffic to a specific site.
Sonic can incorporate other elements to build hype around content:
- Cross-platform promotion with Sonic print titles
- Sponsorship of a podcast or mixtape with relevant content
- Live online Q & A between artists and users
- Editorial takeovers of a Sonic site with an artist reviewing music, films, games and fashion they like on the day of release
For more information, download details of our music campaigns here:
Sonic Music 2013