Mike Patton and his bandmates are men of many projects, so when it came time for Tomahawk to release their first album in six years, we wanted to make sure fans were excited and ready. Music marketing has changed a lot since 2007, and even more since Tomahawk’s last tour in 2003. We needed to make sure fans were digitally and socially engaged before release day.
If you’re a regular follower of The Daily Rind, you know that we’re big fans of Webdoc. Webdoc enables its users to create rich media posts in seconds. We like Webdoc because (with the help of their team) we were able to build a custom doc for Tomahawk that brought fans into the picture — literally!
Fans could use either a webdoc.com-housed app or a Facebook tab. To keep the participation barrier low, the Webdoc is compatible with built-in camera devices. No camera? No problem. Fans have the option to upload an image from their computers as well. The pictures that fans take or upload are sized and filtered to match the Oddfellows artwork. Every album cover is shared within the Webdoc, but fans can also share on Facebook and Twitter thanks to a pre-populated (but editable) message.
What were the results? In 6 days, the band saw 577 uses of the Webdoc and over 6,400 clicks driven from Tomahawk’s Facebook page. 24% of fans who saw the initial Facebook announcement clicked on the post and 14.5% created their own unique Facebook post about the Webdoc. For a band that hadn’t posted to Facebook in a few weeks, this meant a 1,111% increase in reach.
What’s the most important metric, though? Sentiment. Fans had fun!
Oddfellows is out 1/29 on Ipecac. Get it on iTunes here.