Case Study: Sony Music achieves a viral album launch with Twilio Voice and SMS

Broadcasts Bands To Their Fans With Twilio Voice

Sony Music Entertainment, one of the world’s largest recorded music companies with hundreds of artists and a vast catalog, needed a fresh way to promote Lamb of God’s album Wrath and reach tens of thousands of fans without investing in permanent infrastructure for an infrequent album launch. The challenge was to build a unique, scalable campaign that could be deployed quickly and managed while the band was on the road.

Sony and Epic Records used Twilio Voice and SMS to build “Logjam,” a viral phone-and-text campaign that placed recorded messages from the band into fans’ phones. The lightweight Twilio solution was implemented in about a week, offered a simple web UI for adding recordings and monitoring progress, and helped the campaign spread widely — contributing to Wrath debuting at number two on the Billboard charts.

Sony