Here on MusicMarketingManifesto.com we focus on marketing strategies that get consistent results and ultimately lead to generating a profit from your music.
However sometimes you need to throw all the strategy out the window and just do something cool.
That’s exactly what Belgium Indie Rock Band, Garcia Goodbye, did when they decided to launch their new single… literally.
Far from the traditional approach of hiring a radio promoter, spending money on advertising, and then hitting the road to support their release, the band simply decided they’d tie approximately 100 USB flash drives, containing a WAV file of their new single, to balloons and release them into the sky.
In addition to the WAV files, the USB flash drives contained a PDF README file in 4 different languages. In these README files, the band asked anyone who found the drives get in touch and let them know just how far the wind had carried the balloons. As an incentive the band promised to come and visit whoever’s balloon had traveled the longest distance.
I spoke with front man, Tommy Gontie, and he explained that they had hoped that at least 10% of the balloons would be found. Their calculations were pretty spot-on. The band got 9 replies from people spread out across a fair portion of Europe.
They eventually had to drive all the way to Scandinavia (800 km from their hometown). Other balloons were reported in their neighboring countries, Holland and Germany.
“The cool thing is: maybe in 30 years time, someone will find a key and we will be reminded of the crazy plan we worked out,” explained Tommy.
You might be thinkin’… 9 people hear their single, what kind of a difference could that possibly make to their careers?
Well, the band made a Youtube video documenting the release. The idea was so fun, refreshing, and just plain cool, that it’s begun to go viral.
In fact, the video even caught the attention of Coldplay and the band decided to post the video on their hypnofeed.
From there the media attention has begun to snowball. Their YouTube video has garnished over 23,000 views in just over a week. Though you can bet that the number will only continue to climb.
They’ve even received radio and prime time television coverage all as a result of what Tommy called, “a huge success with the cheapest idea I ever had”.
It just goes to show that sometimes even the most advanced marketing strategy can be trumped by a little creativity and initiative. Combine the two and you’ll become an unstoppable force. That seems to be the case for Garcia Goodbye.
What’s the most creative music promotional you’ve ever thought up?
Share your ideas and/or experiences below in the comments and the best idea will get a FREE copy of the Viral Music Tool Kit ($49.95 value), or credit of equal value which can be used towards any of my products. (Winner will be selected by yours truly and announced via the comments within 30 days of this post).
And hey, if you don’t want to enter the contest but just want to share your thoughts… I’d still love to hear from you.
This should be fun…