Dido embraces social media to market her latest album

Dido is back with her latest album, and this time she’s decided to make it, resounding with the title of the album (’Safe Trip Home’), a true journey for her fans. Over the last month, Londoners might have noticed a number of cryptic posters around tube stations. The posters end by asking the viewer to google terms like ‘Lady Landfill’ or ‘Mother lay-by’ - essentially a range of words linked to the songs on ‘Safe Trip Home’, the album. Visiting the website for the album takes you to a number of videos based on cities around the world - Rio, Mumbai, and London for starters. The videos are short films, each set to a different song from the album, made by film directors that Dido contacted. When you view a film and share your thoughts on it, it creates a mood palette that will influence the mood pools around each film on the globe at the center of the site’s menu. There is also a Facebook group for the album. 

It is interesting to see how more musicians, like brands, are embracing social media to market their work. Careful and innovative execution is key, and this one certainly has been executed in keeping with those guidelines.