A new website set up to market girl group, The Saturdays new album seeks fashion retailers to sponsor the individual band members (Una, Mollie, Frankie, Vanessa and Rochelle) pages.
Fans will be able to click through the sponsored pages to fashion retailers with transactional sites where they can find clothing that will help them dress in the style of the band.
The social networking site is the first of its kind for record label Polydor and has been designed by digital creative agency Clusta.
Fans sign up and create their own profiles, following this they will be able to add concerts they plan to attend to their calendar and leave comments and reviews. They can also make friends with other fans and upload related content.
The individual band member pages will hold personal diary entries.
Aaron Bogucki, Senior digital campaign manager for Polydor says:
"The girls were already really proactive in providing content for their site and getting involved in social media.... With the success of the first album we wanted to make sure our digital strategy led the launch of the second so we decided to launch a fan networking site".
The article where I sourced this news in MarketingWeek doesn't say how much interaction there will be between the girls and their fans. I have a feeling that the band will post diary entries and fans will comment and interact with fellow fans on the website. Brands, actors (Verne Troyer) and now Popstars have seen social media as an opportunity to form closer relationships with the public/fans.
I believe if this is going to work then Popstars etc. can't just make a half-arsed attempt by just setting up a site and posting content. The most successful sites will be the ones who interact with the fans and make them feel special and valued in doing so. As I said I do not know if The Saturdays are planning on doing this, but if they do then they are more likely to see a far more positive response.
The new album titled 'Wordshaker' will be released on 12th October.
Fans will be able to click through the sponsored pages to fashion retailers with transactional sites where they can find clothing that will help them dress in the style of the band.
The social networking site is the first of its kind for record label Polydor and has been designed by digital creative agency Clusta.
Fans sign up and create their own profiles, following this they will be able to add concerts they plan to attend to their calendar and leave comments and reviews. They can also make friends with other fans and upload related content.
The individual band member pages will hold personal diary entries.
Aaron Bogucki, Senior digital campaign manager for Polydor says:
"The girls were already really proactive in providing content for their site and getting involved in social media.... With the success of the first album we wanted to make sure our digital strategy led the launch of the second so we decided to launch a fan networking site".
The article where I sourced this news in MarketingWeek doesn't say how much interaction there will be between the girls and their fans. I have a feeling that the band will post diary entries and fans will comment and interact with fellow fans on the website. Brands, actors (Verne Troyer) and now Popstars have seen social media as an opportunity to form closer relationships with the public/fans.
I believe if this is going to work then Popstars etc. can't just make a half-arsed attempt by just setting up a site and posting content. The most successful sites will be the ones who interact with the fans and make them feel special and valued in doing so. As I said I do not know if The Saturdays are planning on doing this, but if they do then they are more likely to see a far more positive response.
The new album titled 'Wordshaker' will be released on 12th October.
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