The Believe Album Launch A Truly Successful Integrated Marketing Campaign

This album launch got my attention and I began to sit back and watch to see how this powerhouse was going to launch this project. Of course like many other artists, you have your non-stop promotional campaign on various television talk shows but Justin and his team set the bar higher.

This campaign for the Believe album was a true integrated marketing campaign with multiple components. Let’s break it down. For starters, Justin used social media platforms to hype the album way before the release. Then Justin and his team had a little surprise for his fans also known the Beliebers. He was going on a concert tour performing the new album but there was a catch. This concert was FREE! The concert was titled “All Around The World” which is conveniently one of his songs on his album. This concert made stops in places like Norway, England, Mexico, and of course New York City.

But this was not the only announcement, for the fans that would not be able to make it to the free concerts NBC aired a two day special, Justin Bieber: All Around The World Tour which followed him on this major promotional tour for his album. Conveniently the special aired on June 20^th – 21^st which coincides with the album launch.

It does not stop there, Justin and his team also released a product. This like the promotional tour and two day special coinciding with the album tour. This I actually stumbled upon this week when I was at the mall. The picture below is the first thing that you see when walking into Macy’s.

Then when you walk in you see this huge poster but it does not stop there. It is like Justin is everywhere you go! The thing that got my attention is the name of the perfume, Girlfriend conveniently also coinciding with his first single from Believe “Boyfriend”.  Also, by the check out counters his album Believe was available for purchase with the fragrance. I just stood there in amazement with the smarts behind this marketing campaign. I have never seen an album launch quite like this before.

When I got home and begun researching Justin Bieber and the different aspects of this marketing campaign I was more amazed. The Girlfriend fragrance website showed the commercial contest they had set up for his fans. He wanted his Beliebers to send in videos of themselves signing their version of “Boyfriend” called of course “Girlfriend”. This commercial of course aired during the NBC special which was sponsored by Macy’s.

Is this sinking in just yet? Well just yesterday it was announced that Justin Bieber Believe album is officially this years biggest debut of 2012. The album ironically knocked off his mentor Usher from the top spot of number 1. It will be interesting to see what else this Justin Bieber team has up their selves for the summer and for the continuing growth of this empire.

-Sara