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Kylie Minogue’s Disco marketing campaign wins digital advertising and marketing prize

Kylie Minogue

BMG UK’s digital campaign for Kylie Minogue’s disco album won the Digital Marketing Masters Prize, awarded overnight by Facebook and UK trade magazine Music Week.

Disco, the singer’s 15th album, was released last year during the pandemic and recorded in her home studio, with Minogue receiving technical credits for vocals and synthesizers.

The campaign had to be imaginatively digital as it couldn’t tour or travel for TV and radio appearances to promote the album.

“The Kylie entry was as chic and thoughtful as the entire campaign. Talk about following best practices, ”said Jane Kinnaird of Facebook, who was also a judge.

“Every facet of the launch was visually striking, engaging and provided the fans with interactions they had never experienced before.”

One of the highlights of the campaign was the Disco Spirit, where Minogue and her team partnered with Facebook’s Creative Shop to leverage Spark AR and Instagram technology, which would leave fans with a Kylie avatar for an hour through their Instagram page danced on ‘Real Groove’.

“We designed this experience together to give fans a different way of interacting with Kylie’s visuals and music and bringing the fans closer,” said Ricardo Caetano, UK Creative Shop Manager.

“With this project we were able to examine how established concepts of performance, identity and presence grow together and are expanded through music and technology.”

A 50-minute livestream concert, Infinite Disco, sold nearly 30,000 tickets in November, according to UK-based livestream company Driift.

In preparation for publication, the titles of disco songs have been published on social networks and forums.

Minogue then went online for a track-by-track listening party.

In Australia, she made two virtual appearances in ABC TV’s co-production with the Mushroom Group, The Sound, while Rage directed a special and Sunrise hosted an interview.

She has also appeared on television shows around the world including The Tonight Show with Jimmy Fallon, The Zoe Ball Breakfast Show, Good Morning America, and The Graham Norton Show.

Disco went on to charter in 24 countries including # 1 in Australia, UK, US, Scotland and Ireland and top 10 in Germany, France, Belgium and New Zealand.

“At BMG, we pride ourselves on our digital capabilities and creativity,” said Gemma Reilly-Hammond, vice president of marketing at BMG UK, to Music Week.

“Starting a global campaign for such a legendary artist in a pandemic posed some challenges, but also a number of opportunities.

“We all went in with open eyes and, from the start, with Kylie and her management team, focused on bringing disco to life in the digital realm.

“The campaign was exceptional and with full artistic commitment and some great partnerships, the team was able to deliver a number of groundbreaking digital activations.

“It’s great to see you get this recognition.”

Minogue himself said, “It was great to really lean into digital space for the disco campaign.

“We had some memorable online moments.”