Yesterday, Justin Bieber released his latest single “What Do You Mean?”. The song reached number one on iTunes faster than other song ever, reportedly beating the previous fastest number one debut, One Direction’s “Drag Me Down,” by 5 minutes.
Many critics have given the track positive reviews, but to dominate iTunes downloads, Justin and his manager Scooter Braun experimented with a social media strategy that involved having celebs with high social media followings tease the release with Instagram and Twitter posts in the form of a count-down each day for an entire month prior to the single’s release.
The other celebs got the benefit of Justin re-posting their images to his own huge social following. But their participation gave him fresh image content and the network benefit of his message reaching the followers of so many other celebs.
Given how successful Justin’s campaign has turned out to be, the long social media tease is pattern that we think we’ll see tried by other artists. Even Demi Lovato’s recent mini-marketing campaign of having her friends tweet out each of the tracks of her new “Confident” album throughout the course of a single day seems like it might have been influenced by Justin’s experimental teaser campaign.
We’ve collected together all of the main celebrity posts that Justin used to help promote “What Do You Mean?”. You can check them out in the gallery below.
What do you think of Justin’s teaser campaign? Do you think it will work for other artist’s projects, or quickly become tired and annoying?
(Photo Credits: Justin Bieber Instagram and Twitter account)