Post by @erinnray
A big trend we’re seeing today is that brands are taking to social to make big reveals and announcements vs. relying on traditional media alone. Shaquille O’Neal took to Twitter to let his fans know first about his retirement. Nike brought in their social influencers during the announcement of the Fuel Band to help share the product and reveal it to the world through social channels. Lululemon announced their Om finder app that displays yoga studios near your current location on social through Instagram.
And this certainly has spilled over into the music industry as well. For example, Justin Timberlake took to Instagram to launch his presence on this social media platform in a big way, by tying it to his return to music and a new album launch.
But leave it to hip-hop mogul, Jay-Z (@S_C_), who has stayed pretty quiet on Twitter all these years, to wait for just the right moment to make a resurgence and have that one-to-one connection with his fans. He took to Twitter on the eve of his new album’s official release to answer questions – for 7 hours straight. He revealed never-before-heard inspiration behind his new album, #MagnaCartaHolyGrail, and other facts about his personal life (even sharing his favorite cereal).
And the results of his little social stunt proved that he’s on top of his game:
- #2 worldwide trending topic for his album, #MCGH
- 100+ people tweeted replies from Jay-Z
- By the end of the 7-hour blitz the @S_C_ follower count grew by 46,000
- More than 1.5M mentions of Jay-Z and the new album
And it didn’t stop there. He then took his album release campaign from Twitter to the Pace Gallery in New York where he performed a title from the new album, “Picasso Baby,” for 6 hours straight. The experience of this exclusive live performance attended by invite only was captured and shared through Vine and continued to play out on Twitter.
These big-name brands are using social as a way to be the first to share big news with their loyal fans, and make those important one-to-one connections. Now the burning question is if Mr. Carter will go back to his Twitter hiatus after giving his fans a taste of that one-to-one interaction and wait until he has another something big to share….or if he will tweet on.