Coldplay

In February, we were tasked with promoting Coldplay’s highly anticipated album, Moon Music, marking their first new release in three years. Although Coldplay is a globally renowned band, the extended hiatus posed a unique challenge: we needed to reignite enthusiasm among their core fan base while also generating widespread excitement around their new music. 

The Brief

Our goal was to create substantial buzz around Moon Music that would drive both earned media and fan engagement. To maximise impact, we aimed to synchronise our marketing efforts with key moments, such as Coldplay's performance at Glastonbury and the release of album singles, ensuring sustained momentum in the lead-up to the album launch. 

What We Did

• Strategic Alignment with Key Events: We orchestrated a staggered marketing approach, aligning our promotional activities with major campaign milestones, including the Glastonbury performance and single releases. This strategy was designed to sustain excitement amongst fans throughout the campaign.  

• Social Sentiment Monitoring: To understand audience reception and respond in real-time, we implemented weekly social sentiment reports. This tracking allowed us to track online conversations about Moon Music, which enabled the label to refine its organic social media efforts in real-time. This cohesive approach integrated paid, owned, and earned media to maximise impact.