Playground Integrated Digital Campaign "A Music Album Launched by Music Fans" from Well Done Bangkok on Vimeo.

BRIEF:

Having not released a new album for a long time, GMM Grammy record label wanted their band “Playground” back with a bang.

SOLUTION:

To launch their space-themed album entitled “Apollo 0.4”, we invited Playground’s fans to attend the Countdown, witness and help publicise the launch by sending a digital spaceship to their friends. The campaign started with five Internet films counting down the launch on Facebook. On the launch day, a Facebook app directed fans to a microsite www.ilikeplayground.com. Here they could share their messages by posting their journey with Apollo 0.4 on friend’s walls, and download their own customised Apollo 0.4 space voyage album cover.

RESULT:

“Apollo 0.4 Launch” gets several thousand shares on Facebook. It drives fans to search for new music videos on the YouTube channel with 4,000,000 views to date. Album sales exceed initial expectation. On request of fans, Playground is invited to feature on TV shows and concerts, pushing them to higher levels of popularity than ever before.

Playground Band: A Music Album Launched by Music Fans

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