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A bespoke website through which fans are invited to upload images of themselves in return for exclusive digital content sits at the heart of Rough Trade's campaign for The Long Blondes' debut album, which will be released next month.
www.iknowhowitfeelstobe-yourage.com will host picture galleries of The Long Blondes' fans showing how it feels to be their age. In return for their images, fans will receive a free ringtone of the band's new single, Once And Never Again, and be entered into a draw to attend a VIP album launch event.
Rough Trade marketing manager Clair Britt says it was a way to tap directly into the band's core fanbase. "Their fanbase is young, stylish and digitally savvy," she says. "Their MySpace site attracted ...