When we took on this project we were excited about Michael's passionate fan base and we wanted to give them a voice. We wanted to create online what Michael sings about from the stage: giving users a place to belong.
We added Social and created profiles for Michael and all the Spearhead band members. Fans could create a free account, contribute photos, videos, and blogs to the site, and express themselves with customized profiles. Communication became a two-way street.
We rebuilt the online store using Shop and gave it powerful features like inventory tracking, flexible shipping options, and digital products. We integrated this with Talkback so that any use who created a free profile or made a purchase was added to the appropriate email list. From there Michael and his camp could communicate with users, manage lists by demographic data, and measure responses with real-time graphs.
The site took on a new energy, and activity went through the roof.