AC/DC To Offer Album For Free Online


October 14, 2008

Sony BMG is rolling out its biggest marketing campaign of the year to promote the release of the first album by heavy-metal band AC/DC in eight years.

The album, Black Ice, will be promoted through a heavyweight campaign, across TV, outdoor, press and digital. In a unique tie-up, the record label will make the album available for fans to listen to for free via The Times newspaper website for a week before it goes on sale.

TV ads will run across digital and terrestrial channels, predominantly around shows aimed at a male audience. These will include the Chinese Grand Prix on ITV, Top Gear on Dave and The Gadget Show on Five.

Sony BMG has also signed other commercial deals with several other brands. It will run competitions with music titles and newspapers such as The Sun and has secured a tie-up with the Hard Rock Cafe under which AC/DC fans will be invited to live sessions at the restaurant chain’s four UK venues

A major digital campaign will include the roll-out of a viral campaign that will be seeded on YouTube.

Sony BMG is also handling a line of merchandise related to the album, including a clothing range.

Courtesy of