I immediately recognized Jared Leto’s voice when I sat down in my car and turned the ignition a few weeks ago. The distinguishable sound of 30 Seconds To Mars was blowing through the airwaves with a new single, “Kings & Queens”. This band has always had an ability of making sound dance alongside screaming vocals in perfect pitch.
While I was checking out some updates for the new release, This Is War, out December 8th, I saw the short film for the single. Overall the video is not bad. There isn’t much of a storyline aside from the band looking out over a city and a mass of cyclists having a night on the town. Behind this video, however, is another great example of consumer involvement marketing.
On October 9th 2009, 30 Seconds To Mars, posted on their blog about the video shoot, inviting their fans to grab a bike and join then on the streets of Los Angeles. What an exciting opportunity to take a night and ride through empty streets alongside your favorite band and be part of the musical expression.
This band not only gave their fans a fantastic experience, but also allowed them to be part of the album. One of the most important principles in advertising is that an involved consumer is a loyal consumer. In a fight for album sales and ticket sales, music listeners will spend money where they have an emotional attachment. If you can offer great experiences and opportunities, it will pay off.
