Robbie Williams' swinging site

There are some people in this world who can go by a single name: Becks. Pelé... Robbie.

And we at Deeson Online are spectacularly happy to announce the launch of Robbie's new site robbiewilliams.com supporting the release of his latest album Swings Both Ways.

Packed full of blogs, news, tour information and personal messages from the man himself, the latest Robbie Williams offering brings the fans closer into his world.

"The new robbiewilliams.com is exactly that: a brand new Drupal build to showcase the wealth of Robbie content we’ve amassed and curated for more than two decades. The previous website was four years old and lacked the flexibility required to run an album and tour campaign simultaneously as dynamically as we would have liked.

“A primary aim for launch was that we wanted to bring more of Robbie's unique on-stage personality online, while also enabling the user to interact with others and share their own Robbie experiences across whichever device they desired" says Matt Proud, Head of Digital (Interim) for Robbie Williams’ management, ie:music.

"With this site, that's what fans get. It's been an exciting project, and we're delighted with the end result - as is Robbie," he continued.

The approach

A fully responsive site, the unique community features have remained a priority with the inclusion of a forum, but there has also been a distinct evolution by way of offering more opportunities for social 'sharing' of content, an indication of how the site has moved away from the previous 'walled garden' approach.

This was important, because in addition to keeping Robbie's core fans engaged, there was an opportunity to attract new ones through vibrant content by way of news, photos videos and blogs – introducing Robbie's character to fresh audiences. The new site benefits from full Facebook integration to make logging in easier, as well as advanced API integrations with Instagram, Twitter and YouTube.

And of course Mr Williams himself had to be happy with the final product. Which he is. Perhaps that's the key ingredient to the success of the site: Robbie has been involved in the creation of it, not just in title and imagery, but ideas and content as well. Every way you cut it, it has 'Robbie Williams' running through it, from his music to his experiences.

The future

The site is just the beginning, and as the journey continues Deeson Online will be looking at other ways in which to bring Robbie closer to the fan. But in the meantime, have a good look around, and see why it's good when one swings both ways.