Metallica reaches out to fans with a bit of help from Salesforce

The band Metallica is rocking its way into an unlikely relationship with Salesforce (NYSE:CRM) by using the customer relationship management tool to reach out to its fans.

Metallica is said to be deploying Salesforce’s marketing cloud to get a single view of fans across email, mobile phones and social media as it gears up for its WorldWired tour, which is playing across North America.

“We see technology as a way to bridge the divide between us and our fans and bring them closer,” Lars Ulrich, Metallica’s drummer and co-founder, said in remarks about the tie-up, first published by BlabberMouth.Net.

“That’s why we’re excited to be working with Salesforce to create new next level fan experiences – it’s going to be way cool!”

The use of Salesforce Marketing Cloud will allow Metallica to create personalized content and experiences for different types of fans and deepen its relationships with the entire Metallica family on social media, according to Salesforce.

Metallica has also launched its new website on Salesforce Commerce Cloud, which offers merchandising tools as well as artificial intelligence-powered e-commerce.

“When it comes to deep fan engagement there is no better band than Metallica,” said Alex Dayon, president and chief strategy officer with Salesforce, in a statement published by  BlabberMouth.Net.

“With more than 60 million social media followers and millions of live performance tickets sold this year, Metallica is changing the game in connecting fan experiences across every channel to deliver experiences that are truly unique. Salesforce is thrilled to be a trusted partner on this journey.”

Salesforce shares held steady Wednesday to finish trading at $158.33.

Story by ProactiveInvestors