Case Study

Depeche Mode
‘Spirit’ Pre-order

The Challenge

For the release of Depeche Mode’s 14th studio album, ‘Spirit,’ Musictoday wanted to design a pre-order campaign that would both reward dedicated fans of the band and help to spread word of the album release and upcoming tour.

The Concept

We enlisted Depeche Mode fans to act as ambassadors of the band through social media engagement. Customers were incentivised to share posts about the album and tour on Facebook, Twitter, and email in order to receive a better position in a virtual pre-sale line for the Global Spirit Tour. The best opportunity available to advance in line was to pre-order the album, which encouraged more album sales.

The Results

39,000 of units sold via the webstore contributed to the album’s first week Nielsen SoundScan numbers. The Deluxe 2-Disc CD was a direct-to-consumer exclusive and was responsible for 54% of sales.

“Musictoday was Columbia’s #1 retailer for this release.” – Vice President of Sales, Columbia Records

$31 ave order value
29,000 orders