Below is a real life example of where this was done through Drake's marketing campaign.
We needed to give our artist a strong identity in order to make her stand out and become a recognisable brand. Shown below is a word cloud describing Roza's identity.
The website acted as a central hub for the whole marketing campaign. It was a means of bringing all of our products together, as well as bringing together the methods used to market these products to our target audience.
There were a number of aspects of the website that allowed viewers to learn more about Roza. This was fans would have to access the website in order to find out more, bringing them to the marketing campaign. Some examples are shown below: