In this paper, we present and discuss methodological aspects of studying engagement in promotional online campaigns within the music industry. We draw on learnings from exploring innovative methods and digital methods in two studies on transmedia marketing campaigns. Based on our method, we discuss researchers' premises when conducting digital data collection, the complexity of analyzing and comparing qualitative and quantitative data sets of different formats, and how to present and handle data in an ethical way. We contribute with innovative methods for studying how engagement is commercially produced, and move between the offline and online in the contemporary platform-based media landscape.