PORTFOLIO

Catacombs Soundtrack Project

Category:

ClIENT

The movie Catacombs was released in 2007, along with a soundtrack produced by YOSHIKI from X Japan. YOSHIKI wrote the theme song with his project Violet UK, and the soundtrack featured established U.S. artists such as Avenged Sevenfold, Atreyu, Skinny Puppy, and Ministry.

CHALLENGE

To promote the official soundtrack for Catacombs through a micro-campaign.

The soundtrack was unique, as it featured the first-ever released music for the highly anticipated Violet UK project, which YOSHIKI had been working on for 7 years. Fans across the United States and all around the world were excited to hear Violet UK for the first time. As YOSHIKI had just performed in the United States with his super band project, S.K.I.N. (featuring GACKT, SUGIZO, and Miyavi), there was considerable hype around his name and brand.

SOLUTION

As we had limited time to promote the release, we decided to focus on a content-driven marketing strategy.

Starting by stripping the Jrock Revolution website’s front page, we performed a full site takeover and also created a dedicated microsite. Our content strategy was anchored by YOSHIKI’s participation in the project, and we leveraged his popularity to reach his entire fanbase in the United States and around the world.

We produced full-length editorials dedicated to the soundtrack’s release, wrote press releases, and serviced a select number of press targeted at our niche market. To further raise excitement and anticipation, we sent out an email blast to over 7,000 Jrock fans, ran contests and promotions, and designed digital banners ahead of a pre-sale that we planned to run on the site.

Being that the world premiere of the movie was set in Tokyo, and YOSHIKI planned to be in attendance, we flew out to cover the red carpet premiere and create editorial content for fans, keeping them updated about the event through the community forums and social media. We also pushed content out to our network of press partners, who wrote editorials of their own, ran ads, and helped to promote the soundtrack.

RESULTS

Our micro campaign reached thousands of fans, who blogged, tweeted, and talked about the soundtrack well ahead of the pre-sale.