British rock band Coldplay has launched an international treasure hunt ahead of the release of Ghost Stories, its latest album, urging fans to search through ghost story books in libraries where they’ve hidden lyric sheets from their new songs. The hash tag being used is #lyricshunt
They tweeted hints and clues to help people find the right books.
There are nine lyrics sheets in total for the nine tracks on Ghost Stories — and two have already been found in Mexico City and Helsinki.
Seven more lyric sheets remain. Alongside one of those sheets is a “golden ticket,” which includes a flight to see the band perform at London’s Royal Albert Hall this summer.
This idea is most definitely inspired Bing’s campaign for Jay-Z’s autobiography’s release‘ where they placed each page of the book, one per day for a month, in real locations across the world depending on the story on that page. Except, this has a ‘Charlie and the chocolate factory’ mix in it as well.
Coldplay has made excellent use of it’s online presence and this is probably one of the best strategic pre-buzz campaigns in recent times.It’s fun, it’s relevant due to it’s placement in well known ghost novels/books, and it’s a very different global approach for revealing an album.
What is your take on this campaign? The album releases on May 16th.
Wendy’s is a U.S. based fast food company that had launched their new Pretzel Bacon Cheeseburger last year. For the launch, they came up with an ingenious digital campaign that ended up being their most successful launch ever.
They asked users to write about Wendy’s new Cheeseburger on Twitter and Facebook using #PretzelLoveSongs. Their tweets and comments were then converted into lyrics for real music videos that were uploaded in record time.
This campaign, in all it’s ridiculousness, is simply amazing. Their use of social media is very effective and engaging. The execution of this idea is spot on too. It’s cheesy, this campaign, and one cannot deny it’s entertainment quotient either.
But here’s the cherry on the top. You know how they say that advertising cannot directly link to market revenue? Well, this campaign led to an immediate hike in their stocks by 31%.
Here is a video of the case study for this campaign and it’s impact.
Take a look at one of the music videos that they made and let me know in comments as to why you think this campaign worked.