Here, There and Everywhere

It was roughly 40 years ago that sgt. pepper told the band to play and the Beatles ushered in the modern rock era with their most psychedelic album.

Not surprisingly given the timing of Father’s Day, various Fab Four-related marketing activities coincided with this anniversary. Oddly enough, the new products weren’t “Sgt. Pepper”-related but, instead, solo Beatle projects.

Paul McCartney — never one to turn down a promotional opportunity — released his new album “Memory Almost Full” on June 5 in conjunction with Starbucks rather than his usual EMI home. On the first day of release the coffee retailer played it repeatedly in more than 10,000 of its shops in 29 countries, exposing it to 6 million customers. Some 23,000 bought it there that day.

The album sold 160,541 copies across all retail outlets in its first week of availability, landing at No. 3 on the Billboard chart, his highest debut in a decade. The now 65-year-old Macca, as the British media calls him, also did two free “secret” promotional gigs in London and New York for fans and the press. And the first music video from the new album had its premiere on YouTube. In its first three weeks it’s garnered 656,041 views.

On June 12 Warner Bros. released a cause-related John Lennon tribute album, “Instant Karma: The Amnesty International Campaign to Save Darfur.” If the CD is purchased through American Express, cardholders can receive six additional exclusive downloadable tracks.

The same day Warner also reissued the two long-out-of-print albums and a bonus DVD of the George Harrison-led supergroup The Traveling Wilburys. An insert promotes the availability of Wilbury ringtones. Last, but not least, Ringo Starr is on tour this summer with his All-Starr Band.

Besides forever changing popular culture around the world, from the very beginning the lovable “mop tops” were promotional avatars in their own right. To wit:

• Loyalty

  The band’s first fan club emerged in 1961 and through 1969 provided member-exclusive merchandise, such as Christmas records.

• Viral

  In December 1963 Capitol Records’ marketing plan included reaching out to high school students.

• Experiential

  The impromptu “Get Back” rooftop mini-concert one afternoon in January 1969 had bystanders on the street in London’s West End wondering where all the racket was coming from.

• Event

  John and Yoko held court for a parade of celebrities and journalists during their weeklong “bed-ins” in 1969.

Beatlemania established an enduring brand. In 1964 alone $50 million in merchandise was sold. As long as there are baby boomers to buy T-shirts, CDs, DVDs, tickets to Vegas shows, etc., the brand will live on.