Gorillaz released \u2018The Mountain\u2019 at the end of February, their first album under their own label KONG. The band\u2019s manager Niamh Byrne recently told the audience at Music Ally Connect <\/a>about how Eleven Management\u2019s team is \u201cdoing everything from marketing campaigns to digital strategy to data management and fan management to production\u201d for the global campaign.<\/p>\n\n\n\n One of those activations is an exclusive experience with Spotify, combining digital and IRL experiences. The digital experience consists of a Gorillaz Character Match, where top\u00a0<\/p>\n\n\n\n Gorillaz listeners in the UK, US, Canada, Australia, New Zealand, Mexico, Brazil, Italy, Poland and Spain are matched with one of the four Gorillaz characters based on their listening history.\u00a0<\/p>\n\n\n\n\n Once matched, fans unlock a personalised playlist featuring tracks from the new album alongside hand-picked favorites from the band\u2019s discography. They\u2019ll also receive a character share card for social media.\u00a0\u00a0<\/p>\n\n\n\n Outside of the app, the team has created an IRL treasure hunt \u2013 four large-scale, hand-painted murals have popped up across London, each depicting one of the band\u2019s characters. Each mural features a hidden QR code. Fans that scan all four are entered to win Gorillaz tickets, merch, and signed memorabilia.<\/p>\n\n\n\n How to engage with Spotify for your next campaign<\/strong><\/p>\n\n\n\n\n Bridge digital and physical. <\/strong>Spotify frequently builds physical, highly themed pop-up locations in key cities to celebrate major album releases. These spaces often include exclusive merchandise, photo opportunities, and interactive games. See their campaign with aespa<\/a>.<\/p>\n\n\n\n Personalised on-platform experiences.<\/strong> Spotify is partnering with artists to create highly personalised, data-driven playlists that generate shareable digital moments for fans. Oasis<\/a> around their reunion tour.<\/p>\n