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Problem
Launch music video site in hyper cluttered entertainment online landscape
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Solution
Created social video campaign showing how “Video killed the TV star”
Pushed an earned media strategy via Facebook, Twitter, music video bloggers
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Tactics
Concepted a video campaign with Mariah Carey, 50 Cent, and Adam Lambert
Conducted influencer outreach to build buzz and awareness for site launch among top music industry bloggers.
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Results
35 million unique visitors in launch month
Top 10 twitter topics in December
$10+ million in potential annual advertising revenue
