Sony Music and Lamb of God went viral with a unique album launch campaign using Twilio.
Sony Music Entertainment is a global recorded music company with a roster that includes a broad array of both local artists and international superstars. The company boasts a vast catalog that comprises some of the most important recordings in history.
Lamb of God is a pure American metal band formed in 1990 and represented by Epic Records. They have toured the United States and abroad for more than 15 years, opening for heavy metal greats such as Slayer, Megadeth, and Ozzy Ozbourne.
Lamb of God is one of America's biggest metal bands. When they released their new album Wrath, the band wanted to try something different to get the word out and turned to Twilio to implement a viral marketing campaign.
Spinning up a new campaign that involves recorded messages, SMS integration, and reach to tens of thousands of fans is no easy feat. And with album launches coming once every couple of years, it does not make sense to invest in the infrastructure which would then sit idle most of the time.
When Jason Lekberg, Digital Marketing Manager for Epic Records, read that Twilio rickrolled Michael Arrington at TechCrunch, he contacted Twilio CEO Jeff Lawson to see if there was some way they could work together. The result was a viral phone and SMS campaign named "logjam", which utilizes Twilio to make phone calls with recordings from the band members promoting their new album and providing a sample of their music. What normally would have been a project with a couple months of lead time was cranked out in about a week.
With an simple web-based user interface, the band and the managers can easily add new call recordings and check the progress of the campaign wherever the band can get internet access.
Send a text message to 41411 with the text "LOGJAM XXX-XXX-XXX" where the X's are the phone number you want to 'logroll'. That phone will receive a call from the Logjam Twilio app. They will hear one of a series of clips that the band went into the studio and recorded such as "Hey this is Chris from Lamb of God. I know you have a big date planned with the old lady... that happens to be the same day our record Wrath comes out... maybe you can head to the record store and check that sucker out." The band then plays a clip off the album Wrath.
Successful album launches require a unique connection between the band, the fans, and the music. Twilio helped Sony Music and Lamb of God achieve part of that success...when Wrath launched it landed as at number 2 on the Billboard charts.