Rollout Campaign Plan for ‘Past Life Romance’ Album Release

Objective:

To create a captivating and immersive album rollout that blends the fictional world of ‘Past Life Romance’ with real-world elements, engaging the audience through a series of strategic and creative activations.

Phase 1: Teaser Campaign

Single Release + Billboard Social Media Post

Execution:

Photoshop the artist on a prominent Toronto billboard (e.g., Dundas Square) as a part of the single release promotion.

The post should mimic the typical “flexing” content on social media to generate engagement, leveraging the curiosity and shareability factor.

Let the post simmer, accumulating likes and comments while subtly hinting at something more through the captions or responses.

Engagement Metric: Track engagement rates (likes, shares, comments) and compare with past posts to establish the effectiveness of the teaser.

Phase 2: Introduction to the World of ‘Past Life Romance’

Ad 1: The Billboard Satire

Concept:

The ad starts with the artist and friends waiting for the brief moment when the artist’s face appears on the billboard.

As they wait, other ads scroll through, one of which humorously suggests, “Pay 5k to get 500 likes on your Instagram post!!”

When the artist finally sees their image on the billboard, the excitement turns to anxiety as they check if a particular person from their past has noticed the post.

The ad ends with the realization that “she didn’t even see it.” The billboard starts to shatter, and sand begins to leak out, symbolizing the creeping presence of the ‘Past Life Romance’ world.

Objective:

Satirize the social media “flex culture” while introducing the album’s world subtly through the imagery of sand.

Maintain high engagement by linking the ad closely to the social media teaser.

Ad 2: The Music Video Cliché

Concept:

Start with an hourglass zooming out, revealing a group in a low-budget music video set. They are counting money, preparing for a “money spread” shot.

The humour lies in the fact that one of them has to pick up the money afterward to redeposit it, showing the façade of wealth often depicted in music videos.

The character goes on Instagram Live, hoping to impress, but feels disappointed when the girl he seeks approval from doesn’t join the live.

As the live ends, the character’s wallet is turned upside down, pouring out sand instead of money. The ad ends with the ‘Past Life Romance’ title card.

Objective:

Build on the theme of unmet expectations and introduce the album’s world with more visible and literal representations.

Continue blending the real and fictional worlds, driving narrative engagement.

Ad 3: Bottle Service Satire (Social Media Stories)

Concept:

A mock Instagram story showcasing a night out in a club with bottle service, emphasizing the over-the-top nature of these posts.

The satirical edge is sharpened by showing the reality behind the scenes—perhaps the protagonist ends up alone, the bottles untouched, or the club empty, subverting the “party lifestyle” often portrayed on social media.

The final twist: sand starts spilling out of the bottles, enveloping the setting. The ad closes with the ‘Past Life Romance’ title card.

Objective:

Critique the artificiality of social media personas while progressively increasing the visibility of the ‘Past Life Romance’ world.

Engage viewers with familiar but subverted scenarios, encouraging shares and discussions.

Phase 3: City Integration & Album Release

City-Wide Activations

Execution:

Postering: Strategically place posters around Toronto that hint at the album’s world, incorporating elements like sand dunes, otherworldly skies, or cryptic messages.

Projections: Use projections on buildings to display snippets of the album’s visuals, possibly even the ads, integrating them with the cityscape.

Album Release Party: Host a celebration in a venue transformed to reflect the world of ‘Past Life Romance,’ complete with sand-filled corners, themed decorations, and interactive experiences.

Objective:

Fully immerse the audience in the album’s world, blending digital and physical spaces to create a memorable experience.

Drive anticipation and attendance for the album release party as the culmination of the rollout.

Phase 4: Sustained Engagement Post-Release
Continuous Internet Push

Execution:

Short-Form Content: Constantly release short-form content (Reels, TikToks) that merges the album’s themes with real-life scenarios, reinforcing the narrative of the album’s world blending with reality.

Offline Activations: Continue with guerrilla marketing techniques like sand projections on city streets or surprise pop-up performances, keeping the buzz alive.

Objective:

Maintain momentum post-release, ensuring the album stays in the public consciousness.

Encourage user-generated content by inviting fans to share their own interpretations of the ‘Past Life Romance’ world.

Key Selling Points to Music Investors

Narrative-Driven Campaign:

The rollout isn’t just about releasing an album; it’s about telling a compelling story that merges fiction with reality, creating a unique and engaging experience.

Viral Potential:

The satirical nature of the ads taps into widely recognized social media behaviors, making them highly shareable and discussion-worthy.

Cross-Media Integration:

By blending digital campaigns with real-world activations, the rollout maximizes touchpoints and engagement opportunities across multiple platforms.

Immersive Experience:

The progressive introduction of the ‘Past Life Romance’ world into the real world culminates in a highly immersive experience that is bound to capture the attention of both fans and industry professionals.

Scalable and Adaptable:

The campaign’s modular structure allows for scalability, making it adaptable to different cities, venues, or even future projects.