Coldplay

Head Full of DreamsRelease Date: 12/04/2015

Parlophone Records, a Warner Music Group Company

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Caroline Patton11/30/2015

Marketing of RecordingsRIM 4620

Contact InformationOfficial Website:

http://coldplay.com

Social Accounts:https://www.facebook.com/coldplay (34M likes)

https://twitter.com/coldplay/ (16M followers)https://www.instagram.com/coldplay/ (1.7M followers)

https://plus.google.com/+Coldplay/postshttp://coldplay.tumblr.com

Streaming Profiles:http://www.shazam.com/artist/33281/coldplay/follow

http://listen.tidal.com/artist/8812https://play.spotify.com/artist/4gzpq5DPGxSnKTe4SA8HAU?play=true&utm_source=open.spotify.com&utm_medium=open

OverviewColdplay is a majorly successful British rock band based out of

London. Together the band has been awarded a total of seven Grammy awards.They most notably have won Best British Group three different times at TheBrit Awards. The past four albums the band produced went to number one on

the U.S. charts, while every album produced by Coldplay hit number one on theU.K. charts. Coldplay's highly anticipated album, Head Full of Dreams, releases

December 4th, 2015. The first single to debut from the album, "Adventure Of ALifetime", has already hit over 2.1 million streams as stated by Nielsen Audio.

Marketing ObjectivesThe members of Coldplay, featuring Chris Martin (vocals/piano), GuyBerryman (bass), Jonny Buckland (guitar), and Will Champion (drums), areinvolved in every aspect of recording: writing, production, and vocalcollaborations on this album include: Beyoncé, Noel Gallagher, Tove Lo, andStargate.As well as having mainstream success, the band members are advocates forglobal economic, environmental, social, and political issuesAlternative Rock/Pop are the focus market segments, but the album haspotential for crossovers to the Electronic, Dance, and other genresContinue mainstream success as well as expand to new fan bases throughalbum collaborations, touring, brand partnerships, etc.

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Target Market

Primary Target Demographic: Females aged 35-44

Median Household Income: $67,910Employed (Full-Time/Part-Time): 73.7%Married: 62.2%Children in Household: 69.8%Employed Full Time: Index 143Music types most like: Modern AC (Coldplay): Index 171, 18% of sampleMore likely to purchase tangible music content32.2% view social network ing websites 3+ times a day37% Talk about things that are seen on social networking websites in face-to-face conversationsAttended a rock/pop concert within the last 12 months: Index 155

All information taken from Simmons Spring 2012 NHCS 12-month study

Primary Target Demographic: Females aged 35-44Secondary Target Demographic: Females aged 18-24

(Chosen based off Simmons Demographic Profiler: Adults of all ages who havebought Modern AC (Coldplay) in the last 12 months, the top two age group

percentages, listed above, were taken as well as the female percentage overmale, 54.4% out of the total sample)

Secondary Target Demographic: Females aged 18-24Median Household Income: $54,808Employed (Full-Time/Part-Time): 53.4%Married: 12.7%Children in Household: 51.3%Employed Part Time: Index 186Full Time Student: Index 689Music types most like: Modern AC (Coldplay): Index 160, 17% of sampleMore likely to digitally download or stream music53.4% view social networking websites 3+ times a day44% Talk about things that are seen on social networking weskits in face-to-face conversationsAttended a rock/pop concert within the last 12 months: Index 134

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ResearchAll information taken from Simmons Spring 2012 NHCS 12-month study

Research shows that large majority of samples have a strong connectionwith branded goods or services plaster in moviesShopping is done primarily in malls, secondly online; shopping isseen recreationally just as music as productivelySample listens to an average amount of radio each dayAvid social media usersOver half own XM and Sirus Satellite RadiosAround 72% of females aged 18-49 who listen to Modern AC music watch LateNight Television EX. Jimmy Kimmel, Jimmy Fallon, Carson Daly, SethMeyers, Stephen ColbertIndex amount from sample size of females aged 18-49 who listen to ModernAC music made purchases at the following stores within the last four weeksof the survey: Express (115), JCPenney (101), Old Navy (123), Target (105),J.Crew (118), Urban Outfitters (125)

Will perform on BBC Radio1 December 3, 2015Headlined Global Citizen Music Festival 2015Headlined iHeart Radio Music Festival 2015Performed at the 2015 American Music AwardsChris Martin performed with Beck at 2015 Grammy AwardsBand has appeared in multiple motion picture soundtracksColdplay Live 2012: documentary released to theaters in November of 2012based of their highest grossing tour for the album Mylo Xyloto

Current Brand Affiliation:TargetTidal

Global CitizenOxfam

ClientEarthBeats by Dre

Potential Brand Partner Categories:Environmentally Conscious Companies

Clothing and AccessoriesOnline Streaming Services

Electronics and Music EquipmentTravel Agencies, Equipment, Accessories

Sales/Retail

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CD: $19.99Digital Download: $13.99

-Album Track List:

A Head Full of DreamsBirds

Hymn For The WeekendEverglow

Adventure Of A LifetimeFun

KaleidoscopeArmy of OneAmazing Day

Colour SpectrumUp & Up

-Total Projected Sales (WorldWide): 6,200,000

First Week Sales GoalsWorldWide: 725,000 (70% digital - 507,500)

US: 385,000 (53% of worldwide)UK: 209,000 (29% of worldwide)

Pre-Order Exclusives

Target Album Exclusive: ($15.99) Physical CD with three bonus songs including"Adventure Of A Lifetime" and "Everglow" acoustic, bonus disc with "AdvenureOf A Lifetime" music video, footage of Coldplay's live set at the Global CitizenMusic Festival, and an online code for a free VIP Package to the 2016 Global

Citizen Music Festival

Coldplay.com Vinyl Exclusive: ($34.95) Double, heavyweight, colored vinyl LPwith two copies of album, one in neon blue and one in neon pink, 60cm x 30cm

poster, pack of 25 stickers, and a free digital download card

Tidal Digital Exclusive: ($8.99) Digital CD + Digital Booklet download plus"Adventure Of A Lifetime" acoustic version and music video, and recording of

live performance on BBC Radio1, exclusive ads on all socials

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Physical

Promotions and Advertisements

Target:- Exclusive album sale with three bonus songs including "Adventure Of ALifetime" and "Everglow" acoustic, bonus disc with "Advenure Of A Lifetime"music video, footage of Coldplay's set at the Global Citizen Music Fest, andonline code for a free VIP Package to the 2016 Global Citizen Music Festival- Placed on Target.com homepage 12/4-12/11, put in check-out aisles oncashier end caps 12/4-12/18, put in new release 12/4-12/18, pop, and rocksections in exchange for listing as a top sponsor of the Global Citizen MusicFestival 2016 and having product placement in Music Festival VIP swag bagsWalmart:- Free 18x11 poster when purchased 12/4-12/11, put on Walmart new releaseend cap 12/4-12/18 and within pop/rock album sections- Placed on Walmart.com electronics main page 12/4-1/4Best Buy:- "Adventure Of A Lifetime" American Music Awards live performance played on sample TVs 12/4-12/11- Confirmed placement in Best Buy Holiday Gift Guide mailing list ad- New release end cap 12/4-12/11JCPenney:- Placed on cashier stands, first 100 to purchase get a free digital download inexchange for sync of "Everglow" in JCPenney holiday commercial 12/11-12/18Old Navy:- "Adventure Of A Lifetime" and "Everglow" played in stores worldwide- Customers who purchase $250 worth of merch are entered in a competitionfor free VIP Package to Global Citizen Music Festival 2016 12/4-12/11- Acoustic live performance in an Old Navy with exclusive access to OldNavy employees store of "Adventure Of A Lifetime" showed on Oldnavy.com

DigitalTidal:- Digital exclusive CD + booklet download, "Adventure Of A Lifetime"acoustic and music video, and recording of live performance on BBC Radio1- Live performance on BBC Radio1 posted to main page of Tidal.com- Album artwork placement on main page and pop charts playlist- Played in Tidal holiday commercial ads 12/4-1/4- Featured in Top Videos section 12/4-1/4- Main picture on all streaming devices 12/4-12/18

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Spotify:- Single to be featured on Spotify weekly playlists- 10 second voice recording intro to New Music Friday and Today's Top Hitsplaylists and listed within the first ten songs on each playlist- Display and audio ads on the free platform 12/4-12/11- Album release banner placed on Browse page 12/4-12/11- Social spotlight on all company social networksiTunes / Apple Music:- Album cover on main page flip book 12/4-12/11- "Adventure Of A Lifetime" 15-second slot on Apple Music main page- Album featured on top 10 of Pop New Music 12/4-12/18Amazon:- Singles and digital album released on AmazonMP3.com, album and vinylreleased on Amazon.com- Album featured on Amazon Holiday Gift Guide 12/4-12/18Shazam- "Adventure Of A Lifetime" featured on main page 12/4-12/18Pandora- "Adventure Of A Lifetime" and "Everglow" featured on Today's Hits playlist12/4-12/18Soundcloud- All remixes will be posted onto Coldplay page- "Adventure Of A Lifetime" music video featured on main page 12/4-12/11- "Everglow" remix posted on Hot Tracks 12/4-12/18

TelevisionAmerican Music Awards performance 11/22Day Time / Late Night "Tour":Day Time: The Ellen Degeneres Show (12/7), Live! With Kelly And Michael(12/11), Today with Kathy Lee and Hoda (12/7), Good Morning America (12/4)live performancesLate Night: Jimmy Kimmel Live (12/7), The Tonight Show with Jimmy Fallon(12/4), The Late Show With Stephen Colbert (12/11), Late Night With SethMeyers (12/7), The Late Late Show With James Corden (12/4), Last Call WithCarson Daly (12/11), Conan interviews (12/11)

Online / Social CommunitiesFacebook: 10/28, six weeks before album release, 34 million followersTarget: Pop, mainstream, rock, brit-rock fans and fan sites ages 18-49Call To Action: Link to socials, website, Tidal download, Tour EngagementBudget: 2,800

Twitter: 10/28, six weeks before album release, 16 million followersTarget: Music fans aged 18-24Call To Action: Promoting Tweets, engaging fans, link to Tidal pageBudget: 1,700Instagram: 10/28, six weeks before album release, 1.7 million followersTarget: trendy, music fans with more than 1000 followersCall To Action: Link to Tidal, posting 30-second snippets from each songBudget: 1,000Youtube / VEVO: 11/20, one week before "Adventure Of A Lifetime" releaseTarget: Dedicated fans, music fans ages 18-24Call To Action: Link to Tidal on each video, all live performances postedBudget: 1,500Snapchat: 12/4, day of album releaseTarget: Live action fansCall To Action: personalized filter for album release with website linkBudget: 1,000SEO: 10/28, six weeks before album releaseTarget: keywords including name of band, songs, important lyrics, similarartists, pop, rock, and today's hits musicCall To Action: link to website or social media websitesBudget: 2,000

RadioSingle: "Adventure Of A Lifetime" Ship Date: October 6, 2015Impact Date: November 6, 2015Satellite Radio: Sirius XM Hits-1 Top 40 Hits Exclusive Interview 12/7Terrestrial Radio Top 10 Tour (Based off Cision Top 6 List): 12/4WHTZ-FM – Z-100 – New York 7:00AMKIIS-FM – 102.7 KIIS-FM – Los Angeles 8:00AMWKSC-FM – 103.5 KISS-FM – Chicago 9:00AMWXKS-FM – Kiss 108 – Boston 10:00AMKHKS-FM – 106.1 Kiss FM – Dallas-Forth Worth 11:00AMWIHT-FM – Hot 99.5 – Washington, D.C. 12:00PM

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MobileiPhone:- Promotional cover in App Store and iTunes 12/4-12/11Droid:- Promotional cover in Android application outlets related to music 12/4-12/11

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Music VideoMTV: (11/26)- Heavy rotation (Current)- 200 historical spins- Posted on company social networks- Partner with Global Citizen, Oxfam, and ClientEarth to promote albumsales, video views, as well as global issues with one hour exclusive interviewsession and fundraiser posted to channel, MTV website, and social websitesVH1: (11/27)- Medium rotation (Current)- 130 historical spins- Posted on company social networks- Interviews posted to channel, website, and social websitesYoutube / VEVO: (11/27)- Promoted on main pages for both

Publicity/Targeted PartnershipsPublicity Timeline Targeted Brand Partnerships

10/28: Announcement on websiteand social networking sites11/22: AMA's performance11/26: MTV One hourvideo/fundraiser special11/27: AOAL Video release12/4: Album Release12/4-12/11 : Some radio/tvpromotion12/4-1/4: Ad Placements

ExpressJCPenneyOld Navy

TargetJ.Crew

Urban OutfittersBrooks Brothers

NIKEToms

Kay's JewelersJared

Thirty One BitsGoodwill

Salvation ArmySpotifyShazam

Apple MusicBeatsAdobe

DellFenderGibsonPearl

MarshallAppleDell

Sony/EricsonLG

ExpediaTravelocityHotels.com

KayakLouis Vuiton

United AirAmerican Air

Royal CaribbeanCarnival Cruise

Peace Corps

Citation Page"Coldplay Official Website." Coldplay. N.p., n.d. Web. 30 Nov. 2015.

"Coldplay." The GRAMMYs. N.p., n.d. Web. 30 Nov. 2015.

"Coldplay." - Chart History. N.p., n.d. Web. 30 Nov. 2015.

"Coldplay's 'Ghost Stories' Debuts at No. 1, Brantley Gilbert Starts at No. 2 |

Billboard." Billboard. N.p., n.d. Web. 30 Nov. 2015.

The Independent. Independent Digital News and Media, n.d. Web. 30 Nov.

2015.

"Coldplay Official Store | Pre-Order A Head Full Of Dreams Vinyl-

Coldplay.com Exclusive*." Coldplay Official Store. N.p., n.d. Web. 30 Nov.

2015.

"Coldplay Tease Totally Bonkers "Adventure of a Lifetime" Video." Pitchfork.

N.p., n.d. Web. 30 Nov. 2015.

"Top 10 Top 40 U.S. Radio Stations | Cision." Cision. N.p., 25 Apr. 2012. Web. 30

Nov. 2015.