The Saturdays Clusta round new social networking site
Pop group The Saturdays have launch a new interactive website, developed and designed by Birmingham-based digital creative agency Clusta.
Working closely with Polydor, Clusta has created the girl group’s social networking website to support the launch of their second album, Word shaker.
Going live on 12 October, the same day as the album’s release, the site uses a social networking approach to embrace the increase in demand for interactivity from today’s savvy pop consumers. This format is the first of its kind within the Polydor portfolio.
www.thesaturdays.co.uk will include a separate profile page for each band member (Frankie, Rochelle, Una, Mollie and Vanessa) where they can share fashion tips with fans. Sponsorship opportunities are being offered to fashion retailers where fans will be able to click through from sponsored pages of the girls to online fashion retailers where they can buy clothing that will help them to recreate the celebrities’ styles.
In keeping with Polydor’s policy and the band’s love of interacting with their fans via the digital medium, the site will feature a split of The Saturdays’ own content and user-generated content. Once a member signs up and creates their own profile they will be able to add gigs to their calendars, sharing with other fans which gigs they are attending and even leaving review-like comments afterwards. They can also make friends with other fans, leave comments on pictures or videos and upload their own related content.
The website will host individual blogs from the band members in the form of ‘diaries’ from each of the girls, which will be aggregated into a feed for the home page, alongside band news stories.
Katheryn Sutcliffe, Director of Client Services at Clusta commented: “Drawing on our vast experience of creating digital work for the music industry, we know that interactivity is key for the pop fans of today. We were keen to create a platform that would continue the great level of interactivity and dialogue between The Saturdays and their fans.”
Aaron Bogucki, senior digital campaign manager at Polydor, added: “The girls were already really proactive in providing content for their site and getting involved in social media.
"With the success of the first album we wanted to make sure our digital strategy lead the launch of the second so we decided to launch a fan networking site. The site will continue to provide free entertainment in the form of videos and music. Clusta’s digital platform also means that we can regularly use Frankie’s, Rochelle’s, Una’s, Mollie’s and Vanessa’s content to engage with their fans.”