As one of the most influential and iconic rock bands of all time, we had to create something special for Metallica.
The album title ’72 Seasons’ comes from the first 18 years of a person’s life and how identities and tastes are formed in this critical time period. To bring this concept alive for fans we developed the ‘My 72 Seasons’ website and playlist generator.
Collating the top 10 rock hits across multiple regions dating back to 1955, along with users Spotify listening habits and Metallica top tracks, the results takes fans on an immersive journey through the band’s legendary career in the form of a personalised playlist based around their own 72 Seasons and shareable download content.
One of our most extensive artist marketing campaigns, stretching over four separate digital activations, including an album cover reveal campaign that hit number 2 on Twitters trending hashtags of the day.