12 June is the 50th anniversary of ‘Lola’ by British band The Kinks, and there’s a digital campaign up and running to celebrate the anniversary.
A dedicated microsite to celebrate #LolaDay (as it’s being dubbed) will have digital stickers available for fans to ‘Lolafy’ their own photos and share them on social apps.
Meanwhile, on the day itself “some of the finest acts around” will release covers of the song, although there’s no indication yet on who those artists are. We’re well used to marketing efforts for the anniversaries of classic album releases, but less so for singles.
Given the impact on consumption of streaming, and the centrality of the individual track, we expect to see more of this sort of activity for landmark singles. Fans will be nudged towards streaming the remastered version of ‘Lola’ on the day itself: the track currently has 29.7m YouTube views, while the ‘Coca Cola’ version (context here) has just over 97m Spotify streams.