To announce the release of Def Leppard’s new album, Diamond Star Halos, our team came up with a fun, creative, interactive campaign to amplify the news of the band’s first release in seven years. Our tease/ announcement campaign tied into the album’s visual aesthetic – astrology, illustrative symbolism, lithographs, and of course, diamonds, stars, and halos – with audience engagement and mystery.

We started the “tease” phase of the process a few days before the official “tease” post; by using uppercase “D”, “S”, and “H” letters in multiple social media posts across a few days, we achieved fan chatter and discussions around what these highlighted letters could mean. As fans began counting the amount of letters, speculating in the posts’ comment section, and piecing together rumours, we released the first real teaser – a photo of the stripped-down album artwork (without revealing that it is, in fact, the album artwork). Disguised as a daylight savings reminder, the post was successful in teasing to fans that something big is coming.

A few days after that, we launched our landing page DiamondStarHalos. com, along with tarot card posts on social media that invited fans to the landing page. On this site, which featured a countdown clock that led to 17th March, fans could listen to audio recording “psychic readings” from each of the band members. Each of these readings was, unbeknownst to fans, a lyric from the upcoming album. Also on this page, fans could sign up to the mailing list, where they could “Subscribe to See The Future First” – in keeping with our astrology theme. Anticipation for this album had been extremely high with the Diamond Star Halos tarot-inspired website going live, pushing fans into a frenzy, wondering what all these cryptic easter eggs across socials have meant. 

After two days of these tarot cards, we finally announced the album and released the first single ‘Kick’, with the landing page redirecting to the main Def Leppard site. Our site and socials had at that point been re-skinned with brand new album artwork banners and photos, and included information about the brand new anticipated album, Diamond Star Halos and the newly released single.