https://smarturl.it/HughLaurie.DIR

We needed a single destination when we launched Hugh Laurie’s second album campaign. I built a single page with all the different product offerings in a similar vein to the campaign pages I did for Muse & Foals.

The campaign page is an international tool to simplify our communications across the internet. All album messaging included a smartURL directing fans to the correct page for their territory.

I used htaccess rewrite rules to prettify php querystrings for each territory. Some territories planned to release the album later than the UK, so I set-up a sign-up form where they could register to be emailed once the pre-order becomes available.

We used a smartURL to promote the page in our messaging. This would ensure that all fans ended up on the correct page for their territory. I added share buttons for Facebook, Twitter and Google+ ensuring that the smartURL was shared by fans.

I was going to be away on holiday when the album went on sale so I prepared the page with some php functions to automatically switch over to ‘out now’ messaging on the day of release.

The switch-over happened smoothly and the site was very effective in simplifying the pre-order and sales messaging.