industry - music and entertainment
Metallica

As of 2017, Metallica is the third best-selling music artist since Nielsen SoundScan began tracking sales in 1991. The band has released ten studio albums, four live albums, a cover album, five extended plays, 37 singles and 39 music videos, and won nine Grammy Awards from 23 nominations. Its ranked as one of the most commercially successful bands of all time, having sold over 125 million albums worldwide as of 2018. Most importantly, the band boasts a massive fan club that spans generations and fills stadiums.

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THE SITUATION

In early 2018, Metallica envisioned a robust Salesforce multi-cloud solution featuring Commerce Cloud, OMS and Marketing Cloud in a matter of months. Blue Acorn was tasked with integrating the backend systems with Commerce Cloud, customizing the site to feature an enormous amount of content, developing special pages to feature digital download content, and creating permissions for content, merchandise, pre-sale tickets, free downloads, and contests.

THE SOLUTION

Blue Acorn delivered a highly-complex, fan-centric, content and merchandise site for one of the biggest bands in the world on a timeline most agencies would consider unachievable. Metallica and Blue Acorn worked together on a daily basis. Within a week of going live, Metallica launched a collaboration with Nixon Watches, announced they will be headlining Salesforce Dreamforce, introduced a new whiskey brand called Blackened Whiskey, and immediately headed out on their US tour.

Digital Downloads

With almost forty years worth of music and content to share with their fans, Metallica wanted to provide a seamless digital download experience for their global fanbase, which featured an integration with Nugs.net and digital ocean. An integration with the Nugs.net API allows customers to buy live recordings and pre-order digital downloads up to 90 days before the official release. To retain customer engagement during those 90 days, Blue Acorn developed a “living bundle” that uses Marketing Cloud to email a free song during specific time intervals leading up to the release.

The Metallica Fan Club

Customizing salesforce’s permissions and customer groups was paramount to the success of the new site, as Metallica’s fan club is an absolutely essential part of their business. On Metallica.com, the fan club incentivizes fans to become members so that the Metallica marketing team can track behavior and better market new products and offers. The official club includes less than 600,000 members, but a new tour announcement could swell that number to over a million. To encourage users to join, some products and content needed to be exclusive. Using Salesforce’s highly flexible customer groups and price books, Metallica’s marketing team can create special pricing for customer groups and offer them for a limited time to drive urgency and increase purchases.

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