Big On Billboards
Credit: Spotify
The past few months have unveiled some pretty innovative and fascinating music marketing campaigns. They've incorporated a mix of tactics, and a number of the year’s standout campaigns have utilised billboards. Many have done a fantastic job at engaging fans and they've even made headlines. So today, we’re taking a look at some of the billboards that have stood out to The Habit Weekly team lately.
Coldplay’s Treasure Hunt
Just this week, Coldplay sent their fans on a lyrical treasure hunt, with a little help from Spotify, social media and billboards. After the band tweeted the hashtag #SpotTheSpheres, a number of digital billboards began to appear in cities across the globe. The billboards varied between cities, each presenting the lyrics of a different track from the ‘Music of the Spheres’ album, out today. They also included scannable codes that sent users to Coldplay’s ‘Music of the Spheres’ playlist on Spotify. Listeners were even pointed to the billboards’ locations via clues inside the canvas for ‘My Universe’ - the band’s collaboration with BTS and the first single from the new album.
Adele’s Return
Billboards have played an important role in Adele’s return this month. Alongside a series of projections, mysterious ‘30’ billboards have been spotted by fans around the world, hinting that she’d be returning to release new music soon. Yesterday, Adele officially announced that her next album ‘30’ is set to drop next month. Before the announcement, the billboards injected a healthy dose of speculation amongst fans and media, without giving away too much before the official album announcement.
TikTok’s ‘Find The Unsigned’ Page
TikTok’s on board with billboards too. In August, the platform’s campaign with OOH Media saw branded billboards arrive in cities across England, which included a QR code that directed users to the ‘Find The Unsigned’ page, in-app. ‘Find The Unsigned’ is the app’s dedicated showcase for unsigned musicians, created to help users learn more about artists, and discover their music. With the help of these billboards, TikTok drove further traffic to their showcase and helped unsigned artists reach new audiences.
Honourable mentions also go out to Gang Of Youths, who combined billboards and telephone marketing to help promote their release 'the angel of 8th ave.', and Frank Carter & The Rattlesnakes, who included billboard placement as a prize in their competition in promotion of 'Go Get A Tattoo'.
Whether they’re teasing new music, a big return, or driving traffic towards new music, there’s plenty of ways for artists to utilise the power of billboards, and we’re excited to see the innovative ways they're incorporated into future campaigns.
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