Luke Combs

Gettin’ Old Album Campaign
Client
Sony Music
Project
Illustrated house album campaign fan site

Luke's latest album, "Gettin' Old" released in March 2023 and the cover portrayed a cabin in the mountainside which resembles the Carolina landscape of Lukes roots. We worked alongside Luke and his team Sony Music Nashville to create this stunning interactive version of the album cover and bring it to life for the fans to engage with and stream songs from the album

The cabin

With diehard fans stretching from all parts of the Globe, we created a virtual album experience for fans to celebrate, engage and interactive with the Cabin from Lukes album cover. This cabin virtually came to life to share stories behind the songs, hear snippets of unreleased music, and allow his fan club (known as The Bootleggers) to test their knowledge of the songs and lyrics for their chance to win concert tickets, autographed albums and even Amazon Alexa's echo speakers.

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Multi stage campaign

Fans saw the cabin in four different stages, each stage revealing a different part of the cabin, that spanned across the few weeks leading up to and after the album release. Using Spotify's and Apple Music's API, users automatically added to new album to their libraries before they entered the experience whilst also entering them into the numerous prize offerings.

For the fans

The site prompts you to discover items in multiple different rooms and stats reported that fans from 52 countries across the World kept coming back to the site week after week; contributing to the 85 million streams of the new record during its week of release. Fans loved the experience, and we in turn learned A LOT about The Bootleggers!

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On average fans revisited the site three different times throughout the campaign, and couldn't get enough of all the knowledge and fun facts that were shared along the way