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Arctic Monkeys viral marketing campaign leaves traditional marketing for dead
25 September 2006
Music executives congregated at 18th Popkomm international business platform for music and entertainment in Berlin last week. On their agenda: brainstorming to come up with strategies for saving the industry.
Viral marketing is one of these strategies. Viral marketing involves word-of-mouth marketing via blogs, internet forums and social networking websites.
Marketers mentioned the Arctic Monkeys as an example for how to break free from traditional marketing and do things differently.
The four young guys from UK defied conventional industry wisdom by side-stepping traditional marketing procedures and making their music available free of charge on the internet. The resulting word-of-mouth buzz propelled them to the top of the charts.
The Arctic Monkeys weren't bothered by fans copying their CDs and distributing them to friends. They accepted that as a necessary step towards fame and eventually to fortune.
This innovative marketing strategy paid off. By the time the Arctic Monkeys released their debut album last January, they were so well known that sales soared to 118,000 within days in Britain.
Blatant plug: If you'd like to discuss a viral marketing strategy for your business, please phone Evolve on 3600-120 or email brandon@evolve.co.nz
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