In October 2020, AC/DC announced their surprise comeback album Power Up. This is their 17th studio album and the first one they’ve released since the death of co-founder and guitarist Malcolm Young.
The team at Musictoday, in partnership with Perryscope Productions, worked together to design a robust, multi-channel pre-order campaign for the AC/DC Official Store to support this exciting launch and maximize exposure, fan engagement, and sales.
Our creative team produced a full suite of high-quality promotional assets around this campaign as well as a refresh of the storefront and a dedicated Power Up department. Our marketing team, along with the AC/DC social team, leveraged these assets in regular email blasts and organic social posts promoting the album pre-order and a unique selection of Power Up merch pieces. Additionally, Musictoday offered special items exclusive to the AC/DC Official Store like the Power Up Yellow LP and designed a sweepstakes where fans can enter to win the ultimate Power Up Bundle which includes the limited edition deluxe lightbox. The results of this campaign absolutely blew us away.