How Russell Dickerson drove fan engagement with Sonikit

Triple Tigers Records and interactive design studio Wayward Creative recently teamed up with Sonikit to launch an innovative web-based campaign for country star Russell Dickerson’s new album, Three Months Two Streets Down. The result? A beach-themed interactive experience that turned casual fans into active participants—and delivered powerful data-driven results.

In this case study, we break down how Sonikit’s custom pre-save integration helped drive pre-saves, increase fan engagement, and give the team full control over analytics and targeting.

🎮 Campaign Overview: A Game-Driven Fan Experience

The concept was simple, fun, and highly shareable: fans could sign into Spotify, Apple Music, or TIDAL to stream the new album while playing a web-based game.

In the game, fans kept a beach ball bouncing while collecting burgers, beers, and hotdogs—dodging flying beach chairs along the way. It was a playful nod to the album’s summery vibe and a compelling reason to stay on the site longer.

But behind the fun, the campaign was doing some heavy lifting in terms of pre-saves, fan data collection, and retargeting.

🔗 Seamless Pre-Save Integration Powered by Sonikit

At the heart of the campaign was a custom Sonikit pre-save embed, designed specifically for this interactive experience.

Here’s how Sonikit helped Triple Tigers and Wayward Creative deliver a seamless and high-converting pre-save flow:

1. Embedded Pre-Save with Total Creative Control

Instead of redirecting users to third-party landing pages, the team used Sonikit’s JavaScript SDK to embed pre-save functionality directly within the game site. This gave the team full creative control over both the look and the UX—crucial for maintaining immersion in the game.

2. Multiple Streaming Services Supported

Fans could pre-save the album on Spotify, Apple Music, or TIDAL, directly within the same interface. No need to bounce between platforms or pages—removing friction boosted conversions significantly.

3. Advertising and Analytics All In One Place

Because the entire campaign lived on a single domain, all retargeting pixels, ad tracking, and analytics remained fully intact. The team could build lookalike audiences, measure attribution, and improve ad ROI—all without data loss from redirects.

4. Phone Number Collection for SMS Campaigns

Sonikit’s embed supported phone number collection during the pre-save process, enabling the team to follow up with fans via SMS marketing throughout the album rollout. This proved critical for driving post-launch streams, merch drops, and tour announcements.

5. Real-Time Fan Insights

With Sonikit’s dashboard, the team gained access to detailed fan analytics—including location, device type, referral sources, and conversion rates per platform. These insights informed future creative and ad targeting strategies.

📈 Results and Takeaways

While final campaign numbers remain under wraps, the early performance made it clear: the combo of interactive design and embedded pre-save functionality dramatically increased fan engagement and pre-save conversions.

• Higher Conversion Rates: By embedding pre-saves directly in the game, the campaign minimized drop-off and boosted engagement.

• More Retargeting Opportunities: Keeping the entire experience on one domain meant better tracking and smarter advertising.

• Actionable Fan Data: SMS opt-ins and platform-level analytics gave the team a deep look into who their fans are and how to reach them again.

🎤 Why This Matters for Independent Artists and Labels

For indie artists, marketers, and labels looking to cut through the noise, campaigns like this show what's possible when creativity meets technical flexibility. Sonikit is built to empower your team—whether you’re launching a new single, an album, or a tour—with the tools to own the fan journey, gather insights, and activate your audience.

If you're planning your next release, consider how a custom pre-save experience like Russell Dickerson’s could work for your brand.

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