I spoke with NPR’s Sami Yenigun last week for a piece he was working on about Boards of Canada’s pre-release marketing campaign. You can hear the full interview here:
In a nutshell, Boards of Canada and their label, Warp, engaged in an easter-egg-hunt type of pre-release campaign that involved sneaking out different codes through key outlets, including a code on a very limited (one copy available in the US!) vinyl, a mysterious clip at the end of an NPR piece, a banner on a fan run message board, and more. Here’s an example of one of the “clues,” which was broadcasted on Adult Swim:
I loved the campaign on many levels, but one of the things I liked the most was that I had no idea it was going on before Sami called me about it. And that is sort of the point. I’m familiar with Boards of Canada, but I am not anywhere near the inner circle of fans that the band and Warp were trying to reach with this campaign. To me, this was a brilliant campaign focused on the hard core fans that share a similar psychographic with the band – a band that is known to be cryptic, intelligent, tech savvy, and mysterious. Their serious fans, from what I can tell, are similar.
The campaign was a wonderful way to engage with fans in an authentic way, provide a level of engagement, and in many ways, flip traditional promotion on its head. Instead of the band releasing a standard press release to key online and print outlets, and instead of working retail with expensive co-op campaigns, press and retail were at once in on the campaign (in the case of Radio 1, Rough Trade / Other Music, Adult Swim, and NPR), and in other instances they were reporting on what was already happening with the fans (in the case of Pitchfork and others). Also, Warp picked perfect “niche” outlets to work with on the campaign. This was not a carpet bombing campaign where the label or PR company was sending out 500 advance copied of the record to press and blogs, this was a campaign totally focused on outlets that matter to the core fans, and outlets that speak to the exact psychographic traits of their fans. Once the clues were out there, the fans did the rest.
Certainly not something that every band can do, but I think it illustrates the success a band can have once they have acquired a substantial fan base, and engage with that fan base in the way that they want to be engaged with.
Read more here on the full campaign.