Late last night Beyoncé released a surprise album on iTunes. The internet went nuts and it was great.
|Scooped by Joachim Scholz, PhD|
Beyoncé's aurprise album that dropped a few days ago is a wonderful example of how event marketing is being merged with social media marketing. You can consider this the wholy grail of interactive marketing - there, I said it. What do we look for in events? Excitement, memories, experiencing something that we will remember for a long time to come. And what do we look for in social media marketing? Engaging fans and followers to share information, to generate word of mouth, to trigger large-scale cascading effects.
Beyoncé created a moment on social media, a time in which much of the social media chatter focused in on something unexpected, both in terms of its existence and its marketing. A secret album?! OMG! It is like an event that transcended its real world boundaries and became an online event, creating an incredible amount of buzz.
"This isn’t necessarily the future of album releases for major artists, but for someone like Beyoncé it might be the smartest way to do an album release. Whereas most artists constantly self-promote on social media, Beyoncé is using fever-pitch level of interest in Beyoncé to do the promoting for her. She didn’t put piles of pre-release teasers on YouTube; she released the album and let everyone else tease it for her."
Will it work for everyone? Well, Beyonceé can pull it off on her own, but even lesser-known people could strive to find ways in which something unexpected, something unbelievably interesting happens all of the sudden.