Metallica Online Campaign
A digital-first exclusive merchandise range featuring premium apparel and limited edition designs available exclusively through online channels.
Online Store
From concept to execution, our goal was to turn this exclusive merch range into a cultural moment for fans - not just another basic merch drop.
THE RELEASE
We went all-in on creativity and fan connection. The campaign featured a shoot with the biggest Metallica tribute band in the Southern Hemisphere. We also ran a digital billboard ad and a 24-hour password-protected fan-first drop, before the collection went public.
THE RANGE
Through custom designs, every detail of this collected was intended to celebrate the spirit of the band and its community.
Some notable pieces included:
- A premium leather jacket
- Master of Puppets football jersey
- Ride the Lightning tracklist hoodie, tees, caps, patches, and more
THE RESULTS
We saw a massive response from fans around the world with over 3 million views across social media platforms and incredible engagement from the Metallica community:
- Metallica TikTok content received over 65 thousand views
- The campaign was featured in a press piece in Heavy
- There were 808 sign-ups before the launch
- The campaign had a large presence in fan groups on Facebook, Reddit, and Discord
FAN REACTIONS
“It’s a stunning design for sure!” “the shop is very well curated.”
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