BEYONCE AT MIDNIGHT — DARCEY BEAU
BEYONCE
AT
MIDNIGHT
I believe this is one of the most impactful,
innovative and revolutionary music marketing
campaigns to date. I wasn’t just a fan of her
beauty when I saw this campaign, I became a
huge fan of her marketing team and I wish I
could of been there when they pitched this
marketing strategy to Columbia Records.
This digital marketing strategy worked because
it took all of her fans by surprise. No one was
expecting it, at all. It was released on midnight
December 13th and was primarily digital and
video based and her album was only exclusively
sold on iTunes until the 20th December, at
which point only physical copies of the album
could be purchased. This essentially gave her
fans minor panic and she managed to sell over 1
million albums on iTunes within 5 days of the
release – Need I say more?
This marketing strategy is revolutionary and I
can certainly see not only further music groups
marketing this way, but other businesses
marketing in this way also, which Twitter,
Facebook, Vine, LinkedIn (and the rest…) would
be useful tools to create anticipation and a
loyal, focused and resourceful following for this
sort of marketing to work.
Although saying that, this marketing strategy
was a complete surprise and 'social media’
didn’t really play a part of this marketing
campaign until after the launch. The videos and
‘people talk’ did most of the of the promotion
for them. It created such a buzz amongst the
people and music industry all of the marketing
team just sat back and relaxed whilst watching
the fans drown in amazement of Beyonce’s new
videos.
This strategy was much cheaper than marketing
‘normally’ - there were no singles released prior
to the album and therefore, no audio marketing
to anticipate the album release. No banners on
city busses, no TV promo performances. This
digital marketing strategy was primarily
digitally based, the results showed it worked,
and I’m confident this is a breakthrough for
further digital marketing strategies. Businesses,
keep an eye out for video.