Promoting new content always poses challenges.  So here is the question a 54 year-old musician, who has been active for 30 years, had to answer: How to promote the release of his 14th studio album in a highly competive industry?  Like we would expect, with much pomp and humor, he found his strategy: Weird Al bombarded the internet. 

Weird Al decided to employ a campaign of #8videos8days, where to promote his newest album, Mandatory Fun, a new video would be released everyday, as well as making himself accessible to social media sites.  In addition to blasting the internet with new content, Weird Al made exclusive deals with publishers to help release and make his content, as well as featuring guest appearances from high-profile celebrities and comedians.  Right before his campaign began, Weird Al also posted 4 album teasers to his YouTube channel.  

And then commenced his social media campaign:    

Day 1: On July 14, Weird Al’s first video, “Tacky,” was released exclusively on The Nerdist.  This fantastic video featured the likes of Margaret Cho, Eric Stonestreet, Kristen Schaal, Aisha Tyler, and Jack Black, who all shared the video with their audiences gaining Weird Al even more exposure.  In almost no time at all, the article quickly accumulated over half a million shares, which can be seen in the infographic from Travis Wright to the left. 

Day 2: Not only was July 15 the release of his second video, “Word Crimes,” it was also the date Mandatory Fun was made available for purchase.  To complement the video release and album launch, Weird Al also participated in a Reddit AMA (Ask Me Anything).  After the release, there was a hiccup with people questioning Weird Al’s use of the term “spastic” in the video.  Spastic is considered to be a derogatory term in UK English, so many were accusing Weird Al of being insensitive.  But the man took matters into his own hands using Twitter. 

Day 3: On July 16, his third video, “Foil,” debuted exclusively on College Humor.  Featuring another genius partnership, “Foil” co-starred the popular (and hilarious) Patton Oswalt, whose fans undoubtedly shared the video in addition to Weird Al’s fan base.

Day 4: The fourth video, “Handy,” was released on July 17, in conjunction with Yahoo! Screen.  The parody on Iggy Azalea’s “Fancy” marked the half-way point for his #8videos8days campaign.  

Day 5: Next, Funny Or Die launched Weird Al’s original song, “Sports Song.”

Day 6: Done in the style of the Pixies, we were treated to “First World Problems,” made available July 19, exclusively through Pop Crush.  Pop Crush also featured video interviews with Al on their page.   

Day 7: Another original composition received a video.  July 20 was the premier date for  “Lame Claim to Fame,” this time done in the style of Souther Culture on the Skids, a roots rock band. 

Day 8: The ultimate video on the final day of the campaign: Mission Statement.  Another original composition, but this time done in the style of Crosby, Stills & Nash.  Given the lyrics poke fun at corporate lingo, it is too wonderful that it was released on Speakeasy, an arts and entertainment blog run by the Wall Street Journal.  

Weird Al’s viral campaign showed that not only can he still create hilarious musical content, but he has mastered the social media strategy of brandscaping.  Instead of solely releasing content to his own personal channels, Weird Al choose to partner with other groups who shared similar audiences.  With this tactic, both parties benefited: Weird Al was able to have his videos less expensively made (some for free!) and his partners were given exclusive content to upload to their sites.  The publishers gained traffic and ad revenue, while Weird Al received exposure which generated album sales. 

So, the question remains: Was Weird Al’s campaign successful?  Let’s consider: his videos generated over 3,700 articles about him, and 3 million shares from this articles in only eight days.  Oh yeah, and for the first time in his career, his album debuted at #1 on Billboard’s Top 200, which was also a first for a comedy album.  In the following week, it sold over 100,000 copies.  I think it's safe to say, “Mandatory Fun” is a hit, and #8videos8days was a fantastic, successful viral campaign.  

Undoubtedly, this was a successful social media campaigns executed by a comedic genius, who is also a savvy businessman.  It is hard not to be impressed by the brilliant social campaigner who keeps us laughing: the one and only Weird Al Yankovic.  

Sources: Marketing Land, Today, and The New Yorker