X-Factor Marketing: Maroon 5

The challenge for MAROON FIVE on their last album release was to reactivate their original audience, eight years after the release of their breakthrough album SONGS ABOUT JANE.  Our strategy in all outreach was to identify and reach longtime fans through specialty channels beyond the ‘typical’ music media outlets, as well as reinforcing and building the story of the band through new channels to reach potential new fans. Thus our campaign targeted the the band’s original female fan base as they’d grown up, both through mainstream media and the grassroots parenting blog channels, ultimately broadening broaden the reach of the campaign by over 40 separate outlets with an aggregate potential reach of over 12.5 million fans.

In addition, the MuseBox developed a series of creative and integrated promotions for the band’s tour dates, targeting fans through a series of unique channels where they don’t typically hear about music including local and national clothing retailers, fashion-focused media, and key upscale hotel brands.  These included a national flyaway promotion where two fans won a trip to see the band on New Year’s Eve 2010, leveraging promotional support from House of Blues and Airtran Airways, scoring key coverage on AOL Music, MSN, Myspace Music. and CBS Radio, and growing the band’s social network metrics by 30-40% across key networks.