(Inc.) — On August 8, 2011, two of Hip Hop’s biggest stars, Jay-Z and Kanye West, released one of the most anticipated albums of the year. Its sales of close to 500,000 albums in the first week wasn’t just serendipity. Watch the Throne, on Island Def Jam Records, leveraged paid, earned, and owned assets to create an experience for fans. It went No. 1 in 23 countries on iTunes.
Create unique offline experiences that can be amplified in the social space. On the day of the release, Island Def Jam used Twitter to generate excitement for a pop-up store in Manhattan, simultaneously connecting the digital and physical experiences. But executing a pop-up store or any real-world event to support your online strategy takes a certain budget and planning time. If this is a stretch, research other options to bring the online experience offline in order to make a real-world connection with your audience. Be sure to point people in attendance back to your online properties with signage at your event.