The surprisingly smart marketing tactics of Mood Ring

[Army1]

As an Operations/marketing professional, Ive always paid thorough attention to the promo for any project Britney’s released throughout her career. Ive constantly redrafted strategies in my head (for fun) when it felt like her team either missed the mark, did something in an ineffective way,  or failed to make the right strategic moves to generate interest in a great project, setup for the longevity of a project, or work around some of Britney’s weaker points post breakdown. 
 

For anyone who hasnt noticed it on their own, or doesn't normally dissect the business part of Britney's career, her marketing team (whoever that is nowadays - since there’s rumors of Larry and others not being actively involved right now) did something surprisingly right in working around the promo challenges with covid-19 and Britney’s current inability to work. 
 

It’s now very easy to see that The Queen B/Bee with a crown post, which was made to look like a casual Britney art admiration/fan interaction post, was actually a strategic marketing tactic to prepare for the two Mood Ring remix releases. 
 

The post, coming out a few days before the two remixes, fired up/excited our fanbase, while simultaneously firing up the fanbase of arguably the biggest artist on the planet right now. The after effect of which was multiple news headlines across major media outlets and passionate social media debate. The remixes drop soon after and the new intros and outros with Britney saying “There’s only one *****...the real one...Britney”....further capitalized on the current headlines and further energized Britney pride within our fanbase with social media exploding with the crown emojis and Queen B mentions when posting about the remixes. 
 

The marketing effort was further followed up by dropping the remixes during the last week of Pride month, with one being titled a Pride version. We all know that the LGBTQ community is the most impassioned part of Britneys fanbase, who will draw and did draw inspiration from the controversy of the Queen B post and the associated new intros/outros. 
 

With the original track and two remixes we now have three versions of the song to buy, stream and request. If the goal was to try to get Mood Ring to chart this week, or to just create buzz heading into the future, this is one time in recent memory where Britney’s team has done a very good job with marketing from an organic, grassroots standpoint. 
 

Applause to whoever came up with the strategy and please keep that person on for the grassroots, organic social media side of promo for b10....ie controversial posts, #challenges, etc. 

 

 

 

[jor to tha deezy]

I agree - it was a great "buzz" strategy.  Just imagine if we got the bumble bee cars again that they used in 2015 to promote along with "Pretty Girls".  It's cute.  Just imagine a "Mood Ring" home acoustic performance - that would be AMAZING but will never happen.

[LLuvia]

If you mean having attention based on people seeing her as sick, ridiculous, a joke, a narcissistic and empty woman?it is "marketing", Of course, that is what compensates them, that is what they want to sell.

If you mean this a good professional work from a world star? absolutely not!.

Britney is a global star. Teams working on image and marketing for reality TV people work more professionally than her team.
Her team must be professional, careful, and improve her image and work.

A 10-year-old boy is more valid, talented, competent, professional than her entire team.

[Toxic.Latin]

Interesting.

[umr3000]

Yes, this what I’m talking about! The last couple of album campaigns have been lacking majorly on the marketing / promotion side of things. B10 needs to have a change of strategy. 

[10pm24]

I actually thought the intention of the bee post was like “you guys call me queen b but here is a picture of the real queen bee...which is basically a bee with a crown”  Kind of like mom humor. 

[zxcvb]

19 hours ago, Army1 said:

As an Operations/marketing professional, Ive always paid thorough attention to the promo for any project Britney’s released throughout her career. Ive constantly redrafted strategies in my head (for fun) when it felt like her team either missed the mark, did something in an ineffective way,  or failed to make the right strategic moves to generate interest in a great project, setup for the longevity of a project, or work around some of Britney’s weaker points post breakdown. 
 

For anyone who hasnt noticed it on their own, or doesn't normally dissect the business part of Britney's career, her marketing team (whoever that is nowadays - since there’s rumors of Larry and others not being actively involved right now) did something surprisingly right in working around the promo challenges with covid-19 and Britney’s current inability to work. 
 

It’s now very easy to see that The Queen B/Bee with a crown post, which was made to look like a casual Britney art admiration/fan interaction post, was actually a strategic marketing tactic to prepare for the two Mood Ring remix releases. 
 

The post, coming out a few days before the two remixes, fired up/excited our fanbase, while simultaneously firing up the fanbase of arguably the biggest artist on the planet right now. The after effect of which was multiple news headlines across major media outlets and passionate social media debate. The remixes drop soon after and the new intros and outros with Britney saying “There’s only one *****...the real one...Britney”....further capitalized on the current headlines and further energized Britney pride within our fanbase with social media exploding with the crown emojis and Queen B mentions when posting about the remixes. 
 

The marketing effort was further followed up by dropping the remixes during the last week of Pride month, with one being titled a Pride version. We all know that the LGBTQ community is the most impassioned part of Britneys fanbase, who will draw and did draw inspiration from the controversy of the Queen B post and the associated new intros/outros. 
 

With the original track and two remixes we now have three versions of the song to buy, stream and request. If the goal was to try to get Mood Ring to chart this week, or to just create buzz heading into the future, this is one time in recent memory where Britney’s team has done a very good job with marketing from an organic, grassroots standpoint. 
 

Applause to whoever came up with the strategy and please keep that person on for the grassroots, organic social media side of promo for b10....ie controversial posts, #challenges, etc. 

 

 

 

Brilliant Post; you're right about smart marketing here, especially considering she isn't working at all/doing interviews.

As for Larry Rudolph: I think he is both a good and bad manager. (And why should he be perfect? He is human like everyone)  It's just that throughout her career, her mental health was never prioritized from the VERY BEGINNING. Yes, it's true that EVERBODY goes through challenges that aren't necessarily made public.

But he can never be considered some 'great' manager. EVER. PERIOD.  He only had one successful client.  I didn't see BEyonce, Rihanna Lady Gaga Katy Perry or Taylor Swift lining up to be clients of his when they wanted to go solo.

Even her Crossroads co-star Zoe Saldana says here (21:10) "She was surrounded by a lot of people that at that time didn't have the best intentions for her because they were benefiting a lot from her..."

Luck plays a role in most people's success but the reality is Britney Jive Larry all got lucky. (Britney was still a great performer and worked extremely hard-but deteriorating her own mental health in the process-)

[Just Because]

I think there are “brilliant”  Master Minds  working with Britney. 
Britney and her Team have always been in  a “league” of their own. 
Why be a follower .... when you can be a Leader.  🌎

 

[studlygeorge]

Interesting post! I didn’t think of it from this perspective. I do like the whole Glory 2020 campaign. It takes notes from Mariah Carey and how well she caters her fans. Hopefully we get more from the Glory era. It was way too short and it feels nice to sort of be in it again. Wish they would give it a cool lyric video with some b footage. I don’t know the legality of it, hut it would be really cool if they used whatever Interlude footage was filmed for Domination for a video for Glory

[MeAgainstTheMusic_]

I just see the whole Mood Ring thing as them milking every last penny out of her while she isn’t working. This definitely won’t be the last of the little surprises - I can tell more is to come. 

I mean come on Mood Ring was a Japanese bonus which everyone grew to like so they saw an opportunity and jumped on it. If Britney is refusing to work then they need to get revenue from somewhere. ‘The Zone’ is another fine example. Next they’ll be doing hologram tours 

[OopsOverprotected]

Why is no one talking about the PRIDE REMIX? It's the best remix she's ever released besides Overprotected Darkchild.

[Rob_]

19 minutes ago, OopsOverprotected said:

Why is no one talking about the PRIDE REMIX? It's the best remix she's ever released besides Overprotected Darkchild.

That’s not saying much... the mix is nice. But it’s kind of boring. As a pride mix they could have made that drop way harder. Same for the Ape Drums Remix. But better than nothing 

[Midnight]

What I got from this is, it just enhanced the fact that the Britney Brand has weakend. If her people have to resort to these type of tactics to get exposure for some remixes that says a lot. This is something Britney has never had to do before to sell anything her music would sell itself just because she is Britney Spears so by them trying something like this it's actually bringing out that reality.