Word on the street is that come January 10th, Britney fans will be encouraged to share a message on Facebook. While this in itself isn’t anything special, the catch is. Once 2 million fans share the message, Spears’ new single will be unlocked for radio play and immediate sale on iTunes. Genius.
I’ve been waiting for an artist to do something like this for awhile and there have been many signs leading up to it. As I’ve referenced in the past, Katy Perry’s team got it right immediately releasing both “California Gurls” and “Teenage Dream” to iTunes and radio hours after they leaked. Before the release of Cheryl Cole’s sophomore album, fans posted messages on Facebook to unlock their favorite tracks. With an artist like Britney Spears, this tactic should work even better. Her fans are crazy and super dedicated. Spears’ team knows this and is using them for promo via Facebook. There’s no better way to literally reach millions of people than through posting a status on Facebook. Especially 2+ million of them. This will also undoubtedly increase Spears’ fans on Facebook (and followers on Twitter) roping in even more people to disseminate messages about the new era.
This campaign also allows Spears’ team to pitch a unique story to the media. Instead of simply sending out a press release announcing Spears’ new single, there’s a twist–2 million of her fans worked to get it. Knowing Britney fans, I’d also like to bet that this will happen in an unprecedented amount of time, giving this story even more news value and incentive for radio to play it. If they pull this off, I’m expecting lots of radio airplay and sales the first day (and week).
However, this will only work if “Hold It Against Me” doesn’t leak before Monday. Fingers crossed.