Further proof – if it were needed – that data is the new rock’n’roll has emerged after heavy metal band Metallica has signed a new deal with Salesforce in an effort to boost fan engagement.
The band, whose hits include Creeping Death, For Whom the Bell Tolls and Seek & Destroy, have sold more than 120 million albums and won nine Grammys.
With more than 60 million followers across Facebook, Instagram, Spotify, Twitter and YouTube, the band is now aiming to get a single view of fans across email, mobile and social media.
By implementing Salesforce Marketing Cloud it aims to create personalised content and experiences for different types of fans, and help deepen its relationship with them.
Metallica has also launched a new website on Salesforce Commerce Cloud, which provides improved merchandising tools and functionality, as well as AI-powered ecommerce. This will make it easier to shop online, with exclusive access to tickets, content and merchandise highly curated for each and every Metallica fanatic.
Metallica drummer and co-founder Lars Ulrich said: “Music to me is about connecting people and sharing experiences together. We see technology as a way to bridge the divide between us and our fans and bring them closer. That’s why we’re excited to be working with Salesforce to create new next level fan experiences—it’s going to be way cool!”
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