The Prodigy are using social media extensively to promote their comeback album 'Invaders Must Die'. Social sites are awash with Prodigy content and there are numerous ways for fans to interact, with the main website at www.theprodigy.com acting as an aggregator / activity hub.
Prodigy content is then available on a whole range of social sites including Facebook, Bebo, Twitter, Flickr, Last.fm, MySpace, YouTube, Daily Motion, Vimeo and Imeem:
However, rather than just dump content all over the internet, the Prodigy are managing all of this and keeping it updated. The Twitter account is regularly used and the Prodigy are also posting behind the scenes TwitPics. Photos are frequently uploaded to Flickr and then embedded in the Prodigy Facebook Fan Page. Comments across the internet are being responded to and fans are being engaged - the Prodigy are even using social media to take requests for their live shows!
The Prodigy are also offering exclusives on different sites such as showing the new 'Warrior's Dance' video on MySpace first:
and through the Prodigy website there is even a fan forum / Prodigy social network where fans can set up profiles, interact and engage in Prodigy based discussion:
(* The only place where 'Invaders Must Die' has a notable absence is Spotify - it was there originally but has since been removed.)
This effort seems to have paid off. According to the Prodigy Wikipedia page, 'Invaders Must Die' charted at number one in the UK with "week one sales of over 97,000 - a higher figure than for either 'Always Outnumbered, Always Outgunned' or their singles collection. The album also charted top 5 in Germany and Australia. The single "Omen" debuted at #1 on the Canadian Singles Chart the week of February 25th, 2009."
Social media offers great opportunities to engage with consumers wherever they are and the 'Invaders Must Die' strategy of content everywhere is one of the best examples I have seen of a co-ordinated, distributed content strategy - perfectly illustrating Neil Perkin's thoughts of following your fans and 'Going Where Your Customers Are.'
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