What can marketers learn from Justin Timberlake's new album launch? It has been awhile since Justin Timberlake produced a music album. Over the past years, Justin's number one question was, "You going to sing again or did you just quit?"
On January 10, 2013, with one tweet Justin Timberlake answered that question.
Justin Timberlake's Tweet
"To whom it may concern...I think I'M READY! #JT2013."
Within an hour, Justin Timberlike was trending on Twitter. The tweet contained a link to a YouTube video that showed Justin walking through multiple doors at a recording studio telling us why he has waited so long to do another album. In essence Justin said, "I don't want to put anything out that I feel like is something I don't love. You just don't get that every day. You have to wait for it." Then he walks through the last door and up to the mic and says, "I'M READY". Then the video routed you to a sign up page with a countdown (days, hours, minutes, seconds). Once you signed up you were directed to a letter from Justin telling you more about his new music venture.
I thought the execution was brilliant. I said to myself, "Nice work Justin. That was awesome."
Three Things Marketers Can Learn from JT's launch
There were three reasons I really like Justin's launch and think they apply perfectly to marketers.
1. The Why
The why is one of the most important parts of good brand positioning and a strong marketing campaign. As you watched Justin's video you understood why he had waited so long to launch his next album. I wish I could find the video, but it is no longer on the site. The why is an important part of telling a marketers story.
2. Exclusivity
Exclusivity or what I define as the seat to the inner circle has always been a big part of creating music fans. Justin took this music & marketing principle and used it to his advantage. To kick off his campaign, he tweeted to his 15 million twitter followers. He did it with one tweet. Within the hour, Justin was trending on Twitter. Social media has really changed the game for the music industry.
3. Creativity
Without creativity marketing is stale or old (been there done that). I wrote another blog post how to find your creative genius here. Justin's approach was creative and definitely out of the box. He used new technologies like twitter to step out of the box and launch his campaign in a unique but exclusive way.
Nice work Justin.
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