The Success of a Sleeper Hit | Brandmark Studios

Hitting The Mark

The Success of a Sleeper Hit

Unless you’ve been living under a rock, you know that “Get Lucky” by French house music duo Daft Punk featuring Pharrell Williams and co-written by Nile Rodgers was one of the biggest anthems of the summer.

So what is the special sauce that made this song such a hit in a crowded marketplace of music? Well, it helps to have friends in high places.

"Get Lucky" was first publicly revealed via two 15-second television advertisements on Saturday Night Live, which has been known to launch countless musical acts and hits into the stratosphere. The third trailer, which was shown at the Coachella Festival, officially announced producer/hitmaker Pharrell's involvement in the song and features Daft Punk, Rodgers, and Pharrell performing together.

Timing is everything, as they say. Following a leak days earlier which landed the song on the radio earlier than expected, it was released as a digital download on April 19th. Upon the official release, Pharrell performed "Get Lucky" live for the first time at a party in Brooklyn.

The song had become a mainstream hit, and then Stephen Colbert got in on the action, holding a star-studded Daft Punk dance party: Matt Damon, Hugh Laurie, Jeff Bridges, Bryan Cranston, Jimmy Fallon, Henry Kissinger, the Rockettes, Jon Stewart via satellite, the entire production of America’s Got Talent, and more when the duo cancelled their appearance on his show. The cancellation created even more buzz for the band and its catchy hit, adding to the unconventional marketing success.

The lessons here? Never underestimate the power of brand ambassadors. This untraditional marketing scheme let the music speak for itself and the fans, especially the famous ones, came out in droves.