The turn of the century saw the release of Coldplay’s debut album, Parachutes. To commemorate its 20th anniversary, Warner Music Asia teamed up with Firepit Technlogy to develop an original campaign website for the band’s Asian fanbase across seven countries.
This collaboration brought about a ‘Yellow’ virtual map of the continent set against a dark background, inspired by the album cover.
Fans were invited to login to the website to enjoy the campaign playlist on Spotify.
As Spotify streams increased in a particular country, this was reflected in a brightening of that section of the map. Each country also had an additional progress bar to add a competitive element to fans’ listening experience.
We further incentivised fans with the possibility of winning Coldplay merchandise upon providing their contact details, helping garner a new database of fan information which is sure to come in handy in future campaigns.
The promotion drove an increase in streaming consumption for the band’s catalogue and helped reenergise their fanbase across Asia.
• Over 16m impressions served on socials
• Shared across all Warner Asia channels, fan pages and media partners’ socials to an audience of over 2.5m
• Over 81k website page visits and 12k emails captured across the two-week campaign
• Over 143k streams generated solely from this campaign
• Spotify playlist saw a 25.6% increase of streams in the first week
• Average streams per user was extremely high – over 11 streams per user
Project Budget
Demographics
