Launching a number one selling album online

Bring Me The Horizon are one of the biggest heavy metal bands in the world. For the release of their eagerly anticipated new album, Sony Music asked Only to help raise awareness and build anticipation for the release. The band were seeking an immersive and engaging digital experience to better connect with their fans and to help ensure a number one selling album across key territories.

Digital

Bring Me The Horizon are one of the biggest heavy metal bands in the world. For the release of their eagerly anticipated new album, Sony Music asked Only to help raise awareness and build anticipation for the release. The band were seeking an immersive and engaging digital experience to better connect with their fans and to help ensure a number one selling album across key territories.

Brief

Bring Me The Horizon are one of the biggest heavy metal bands in the world. For the release of their eagerly anticipated new album, Sony Music asked Only to help raise awareness and build anticipation for the release. The band were seeking an immersive and engaging digital experience to better connect with their fans and to help ensure a number one selling album across key territories.

Approach

Brand activations were due to take place all over the world. To maximise social engagement with live events, we designed a timeline of content focused on activations taking place ‘now’ and ‘next’. A curated homepage enabled the label to highlight key global events, whilst regional sub-sections were generated automatically based on popular social content and nation-specific hashtags.

Outcome

From commission to delivery in under two weeks, the site served as an active reflection of the band’s ongoing campaign activities. Fans from around the world engaged at an unprecedented rate in the run up to the release. The campaign was the band's most successful to date, selling almost two times the previous album in first week sales and topping the album charts in Australia, Canada and the US.

Testimonial

Coming soon.