Why research this website?
One Direction has recently released their debut album, which makes them a good example to look at because our brief is effectively to brand a debut music artist. It is a perfect example of how the marketing campaign is constructed in order to get music consumers to follow a new artist/band, especially as pictures of the band are plastered all over the website, so you can't forget their faces.
Interactive Opportunities
The site is unquestionably interactive with social media options, fan experiences, insights into the band members as individuals. They utilise the ability to publish content through various media platforms such as Video, Podcast and Pictures. They have ensured that it is easy to navigate and continuously offering the audience with the most up to date information. Some of the ways they give the audience the opportunity to interact with the site are:
- Twitter, Fb and Youtube links everywhere
- Various videos - behind the scenes, music videos, etc.
- Newsletter
- Individual band member diaries
- Link to SyCo website
- Continuosly updated news feeds, tour dates, etc.
- Picture galleries
Purchasing Opportunities
The site is abundent with opportunities to purchase some sort of product from the site, whether it is clothing, wrapping paper or the album itself. Combining the interactivity of the site with purchasing options has meant that it is incredibly easy for the audience to buy something and it strengthens the ability of the label to push the audience towards buying the products.
- 1D Shop for merchandise
- Links to iTunes, Amazon, HMV, etc
- Personalised Gift Wrap
- Tour tickets
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