The rapper was asked to come to Paris so that he could work on new tracks. Once there, Pharrell was overcome by extreme fatigue. The story goes that Daft Punk gave the rapper a vitamin tablet that made him alert again. But a day later he couldn't remember anything. When he heard his sung song, it was as if he was taking it in for the first time. And suddenly he felt what it's like to be in love again...
Through all these marketing activities, Daft Punk managed to create a huge hype, which made their single a huge hit. On YouTube, 'Get Lucky' has now been viewed tens of million times.
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#2 Content strategy as a response to piracy
Personally, I am always surprised by production houses that have adopted the role of victim since the advent of the internet. The internet offers many opportunities for the music industry, but these initiatives never seem to come from traditional production houses.
Daft Punk uses the internet to launch their albums in a spectacular way. Of course, they also have to deal with lost revenues due to unpaid downloads. With their album Discovery (2001), they minimized this loss of revenue by also releasing the album on DVD. A video clip was animated for each track, which seamlessly flowed into each other and together formed the film Interstella 5555 .
Daft_punk_Interstella_5555-23305406052006
The video was anything but a gimmick. French house and Japanese georgia mobile phone number list animation by drawing legend Leiji Matsumoto were woven together into a beautiful digital work of art. Because the DVD was included for free with the album, people were more likely to buy it than to download the album via download programs like Kazaa.
daft punk helmetsThe iconic robot helmets are clearly Daft Punk’s USP. They were designed especially for them. Fans are so crazy about them that copying the headgear has become a real YouTube craze. In this video, you can see how someone spent 17 months to recreate the golden helmet of one of the two robots. Such copycats inspired many others to design helmets according to their own ideas.
#4: Creating an experience
Daft Punk proves that they know how to create an experience with their world tour (Alive Tour) from 2007. Here they combined the concept of a concert with a DJ set. Something I have never seen before. Each time, two songs from their own arsenal were combined into one unreleased song (mash-up) and mixed together into one set. They did this from a gigantic pyramid. Each mash-up was given a unique light show, which brought the audience from one ecstasy to the next.
https://www.youtube.com/watch?v=eVADb31P9WA
And there you have it, four (online) marketing tricks that (the marketers of) Daft Punk have used very successfully to create a 'brand' with a lot of emotion, that we can all be inspired by.