Brad Paisley 2009
When Brad Paisley was preparing to release "American Saturday Night", MCN was called upon to refresh the site to support the new album's branding. Brad painted a mural which became the backdrop of the album cover and we saw that as an important component to not only visually tie the two projects together, but also to use the cityscape to suggest a sense of community.
We reexamined our layout and usability and it became clear that we should create a "start page" to give users hot-links to popular content. We structured the home page with the most recent videos, and a feed of Brad's tour dates. Since Brad had adopted Twitter, we created a feed of his real-time status updates on the home page, as well.
Once the rebranding was ready, we launched a presale campaign with autographed albums and exclusive bundles. We supported the campaign with smart email marketing. We were able to report thousands of sales to Soundscan and help Brad debut American Saturday Nights at #1.