In early 2018, Pearl Jam bassist and Rock & Roll Hall Of Fame inductee Jeff Ament was working on releasing his third solo album, titled Heaven/Hell. Fame House was brought in on the release to build a campaign that would generate awareness amongst fans and drive sales of the album.
To achieve this, the campaign kicked off with a native video post on Jeff’s Facebook unveiling the music video for the first single, ‘Safe In The Car’, as well as announcing the album pre-order. This initial post alone reached 1.2m people and was soon followed up with a sequence of album-related posts including the album’s cover art, images of Jeff himself holding the vinyl for Heaven/Hell and throwback photos from earlier in Jeff’s career.
To tie-in Jeff’s love for basketball and capitalise on the hype around the NBA Finals going on, Fame House launched the #AmentTrickShot contest asking fans to submit videos of themselves pulling off the most creative basketball trick shot they could conjure. “To enter, all you have to do is share a video on Twitter or Instagram of your best trick shot with the hashtag #AmentTrickShot. We know that not everyone has access to a hoop and ball, so be creative. You can use a ping pongball and a solo cup, a piece of paper and a trash can…the sky’s the limit.”
The winner of the contest would win a customised basketball signed by Jeff and new Heaven/Hell merchandise. Mid-way through the campaign, a video compilation of fan entries to date was created and used to further drive submissions via Facebook/Instagram ads, generating a return on ad spend of nearly 6.5x.
Furthermore, email marketing was used throughout key moments of the #AmentTrickShot to drive submissions and awareness about the contest and Heaven/Hell album.
Out of 200+ submissions, the winning video hand-selected by Jeff was of a physical education teacher in his school’s gym, which reached more than 1m people, garnered 307k video views, and around 17k engagements across Facebook, Twitter, and Instagram.
The simplicity of the Trick Shot competition added a fun element to the album release that was on-brand with Jeff’s personal brand and successfully drove a huge additional awareness surrounding the album release.
There were 9.79k clicks to the contest landing page on the day of launch. Nearly 70% of traffic to the page was from socials (Facebook/Instagram/Twitter), with 25% being driven from email. Of the traffic driven there were 200+ user submissions via the hashtag #AmentTrickShot. The winning video was reposted on Pearl Jam socials and reached 734k+ fans with 2k+ engagements.
The major takeaway here was that giving fans a unique and fun call to action resulted in a high conversion of participants and heavy reach and engagement for related posts across platforms. Since this was promoting a solo project rather than a direct Pearl Jam release,
awareness was the main priority and this campaign helped to maximise reach across a qualified fan base of Pearl Jam fans.
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