Building Your Digital Marketing Plan – The Prodigy Case Study

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By Tom Allen, Digital Manager, Essential Music & Marketing (UK) Learn out to build your artist’s digital marketing plan thanks to discovering all steps of the roadmap to success of Prodigy’s 2009 album Invaders must die!

Education

Building Your Digital Marketing Plan –
The “Prodigy/Invaders Must Die” Case Study

The first new studio album in 5 years.

Album released 23rd February 2009.

1st Single ‘Omen’ 16th February 2009.

2nd Single ‘Warrior’s Dance’ May 11th ’09.

Master email list created
Sorting email address’ from previous label, promoters, CV and band. Cleaning duplicates

Birmingham & Sheffield Warehouse gigs
mailout – 4/4/08
First test of the email list, cleaning out bounce backs etc and encouraging sign-ups.

Warehouse shows
Camera phone footage of 2 new album tracks uploaded online
Fan base buzz building

Band playing international festivals
First live videos added to ProdigyChannel on
YouTube:

World’s On Fire - Bilbao Warning – T In The Park

Mailing List

Social Networks

Street Team

Widget

4/11 – arena tour announced & album pre-
order live. 200 albums pre-ordered in first hour
through Recordstore

Mid-November – start working with WebSheriff
on pre-release strategies

Pre-Release Strategies

Secure album streams

Making sure all metatags are
input and correct is extremely
important!

27/11 - listening party
Key sites and blogs invited down. First impression pieces on Quietus, Gigwise and Clash.

28/11 – Xbox Live Xtival
HD video of Invaders Must Die promoted on XBOX,
Hotmail, Msn, xbox.com and email.
Virtual chat with the band and competitions

28/11 – IMD video live on YouTube

10/1 - Artwork + tracklisting revealed to fans
via email and online pr

15/1 – Widget distributed

Recruited through the web – message from the
band’s Facebook; posted on official website

Spread messages throughout online forums
and social networks – MySpace, Facebook,
Twitter, YouTube

creative ways of spreading the word
Stencils
Youtube

1st Single on iTunes week early (9/2)

Album Pre-order 2 weeks up front (9/2)

Complete My Album

4/2 - banners live on Yahoo / Blue Lithium
(album), MySpace, Resident Advisor
(album+single)

5/2 – Invaders Must Die game live on
NME.com / Nuts / Mouse Breaker

6/2 – ALBUM LEAKED

2 ½ weeks pre-retail

Watermarked cd tracked down

Last album suffered leak 2 months pre-retail

9/2 - NME Takeover – OMEN – for 2 days

Digital bundle exclusively available through iTunes –
reached number 8 in chart

11/2 - resident advisor newsletter takeover

16/2 - mixmag / kerrang banner ads – single + album

23/2 – INVADERS MUST DIE RELEASED

23/2 – NME.com takeover – album – 2 days

23/2 - Last.fm track-by-track

Week DUS Digital Sales Digital Percentage
#1 record Week 1
1 97254 18472 19%

2 48308 11588 24%
Amazon £3
3 26892 5929 22% album of
the week
4 20147 4007 19%

5 17463 3415 20%

6 16281 2808 17%

7 16094 2569 16%

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