Re-united with boyzone
http://boyzonetour.tv/video/castlehoward.flvIn the very early days of Recorded Devilery one of our first clients was the popular boy band, boyzone. When the band went their separate ways in 2000 we worked more closely with Ronan Keating helping with web marketing and video diaries from his solo tours.
In November 2007 we were approached once again by the band to produce internet sites and content for their UK tour which has just come to an end and was successful enough to launch them into another recording career.
Our role with boyzone initially was to produce a web presence that would act as a source of information and entertainment supporting their UK arena tour. Prior to the tour our strategy was to produce audio and video podcasts from video interviews shot with the band in which they talked frankly and exclusively about their separation and the years apart. This content was delivered through boyzonetour.tv, a site specifically set up to deliver audio and video content, and also through the ever popular iTunes and other podcast sites. This allowed us to get maximum penetration for the content and drive traffic back to the boyzone sites where tickets were made available for the upcoming dates.
When the tour got underway we followed the band on the road and produced a series of video diaries featuring interviews with the band and exclusive footage from behind the scenes. In order to achieve this we partnered with a sponsor in the form of Stobart Group, who saw value in aligning their brand with a band on tour. This sponsorship enabled us to produce high quality video coverage and build up a regular and enthusiastic user base for the web sites.
As part of the marketing and promotion for the site we produced a short video promo which was used on the boyzone sites and associated fan sites as well as being shared by fans on social networking sites and youTube.
Over the period of the tour we have built a valuable user base and a foundation on which to help the band launch a new recording career and support their record label in marketing products. There are plans now for a new tour next year in which the web marketing will again play a significant support role.
You met your role well. Here in Australia the general concept is that Boyzone was done and dusted (so to speak). It wasnt until I stumbled on the work you had done that I realised otherwise.