udas Priest. 50 years together and 50m albums sold. With the release of a mammoth limited-edition D2C boxset, complete with numbered metal replica razor blade, we also wanted to reach out to a younger audience of heavy metal fans.

We brought the originators of heavy metal to TikTok, launching with a twist. Working with a crew of TikTok Creators (4m total followers), the account launched with the metal community at the heart, including a SFX make-up artist, a guitarist and a creator who combines crocheting with headbanging in the most spectacular way. The videos have been viewed over 123k times and the profile has grown to over 9k followers since launch.

Judas Priest’s Guide To Heavy Metal is a tongue-in-cheek graphic novel interactive web experience in which our Titans Of Metal teach you how to be a metalhead/die-hard fan of the band. Each chapter provides links to discover more about the band across streaming platforms, YouTube and their merch store, effectively transforming the user into the Ultimate Judas Priest fan, step-by-step.

Built with the awardwinning creative team at Powster, you scroll through the experience to trigger animated sequences and see content fly in, all inspired by the history of the band, the iconic artwork and, of course, the music. Users can discover exclusive video Q&As from Rob Halford and Ian Hill in Chapter 4 of the Guide, looking at the evolution of Metal, their influences and much more. Chapter 5 sees Richie Faulkner teaching you how to rock like a pro with two bespoke video guitar lessons.

Users flocked to the experience, with the site being visited by 5k users globally, with lead territories being UK (42%) and the US (18%), with 500 daily visitors and a two-minute average session duration.

We further engaged fans with the launch of a new Giphy profile filled with gifs and stickers for fans to use in their own social content, alongside the official Instagram, Facebook, Twitter and newly launched TikTok channels, which were filled with celebratory content.

Bespoke Canvas videos were delivered to encourage greater dwell time in Spotify. A competition to further incentivise streaming consumption and playlist follows launched with a follow-towin mechanic focusing on Spotify’s This Is Judas Priest playlist. The prize was a one of a kind anniversary plaque featuring all studio album artworks.