Metallica & Universal Records needed a partner to design and implement a global pre-order marketing initiative to drive pre-release sales of Metallica's "Death Magnetic" album and additional subscription content around the release.
SOLUTION:
Mission Metallica offered fans in over 40 countries the opportunity to pre-order the album in a variety of bundles offering subscription access to a site brimming with album exclusives, video, live downloads, live ticket opportunities, competitions and other teaser content.
FRUKT managed design and roll out of this innovative digital platform worldwide driving sales of digital and physical formats, live shows at O2 arenas in Europe, merchandise and paid-for content.
RESULTS:
Over 200,000 unique users registered online over eight months, translating to a 10% subscription conversion rate. Over this period the site saw more than 2 million unique visits and over 6.5 million page impressions. Additionally, FRUKT managed the competition 'meet and greet' mechanic in 13 markets, with over 17,000 entries. Also co-ordinated through Mission Metallica, the shows at the O2 in London and Berlin, both sold out attracting a total of 35,500 fans.
