FILM \ \ THE QUEEN
Build buzz surrounding the New York release of The Queen
Our strategy was to position the movie as ‘an event'.  As the first movie premiering at a major New York film festival, we identified key marketing partners where we could leverage promotions placements that positioned the film as the motion picture event of the season.  We sent an online promotional deck to our ‘Situation List', a list of prominent New York based blogs, organized ticket giveaways to the first public screening and negotiated promotional advertising rates that allowed us to speak to our target markets through cost-effective channels. (read more)

MUSIC \ \ BLUE MAN GROUP
Drive sales for an iTunes exclusive album release
As the interactive agency of record for Blue Man Group, we worked closely with numerous parties on the launch of the album Live at the Venetian – Las Vegas .  As part of the overall release plan, the first track of the album was given away free on iTunes to celebrate the launch of the album.  We created a redemption system via the Blue Man Group website that allowed us to offer the free downloads first to the Blue Man Group fan base with the intent of fueling word-of-mouth.  To promote the album, we launched a comprehensive online advertising campaign which was supported by rich media units with music and video embedded in the ad units.  In addition, we worked closely with the Blue Man Group creative team on the creation of a video podcast which aimed to reach new markets. (read more)

MEDIA \ \ SPORTSNET NY
Drive viewership for a new sports television network
With a focus on a variety of New York sports teams, our campaign solution surrounded segmenting the target audiences and offering them specific messaging.  To illustrate this point, we created customized ad units that delivered specific programming announcements based on the day and time the advertising was served and the section of the website the viewer was on.  A sports fan reading a New York Jets column would see targeted advertising with the next scheduled on-air program relating to the New York Jets depending on the time of day they saw the ad.  Instead of relying on the click from the consumer, the strategy was to push the relevant content via the ad unit to drive home the messaging specific to that consumer. (read more)

THEATRE \ \ OPRAH WINFREY'S THE COLOR PURPLE
Reaching new markets for a Broadway production
Our campaign put a strong focus on driving group sales. We created a ‘groups friendly' website which both educated people on the process of group sales and ultimately simplified the purchasing process.  In addition, with numerous major television appearances including the Oprah Winfrey show, we needed to shift the focus from lead generation to conversion. This included close coordination with the editors of Oprah.com, an aggressive search engine marketing buy and the development of an online tourist guide. (read more)

TOURISM \ \ PHANTOM VEGAS
Launching a new Las Vegas production
In the Las Vegas market that is heavily driven by tourism, our focus was to position the Phantom brand in front of those actively seeking to visit Las Vegas.  Research has shown time and time again that the Internet is the leading source for consumers seeking travel information and on planning their vacations.  To fuel this point, we launched an aggressive online media plan covering search, behavioral and contextual advertising formats along with a focus on opening distribution channels via the primary travel portals including Expedia, Travelocity and Orbitz to drive sales and awareness for the production. (read more)

TOURING \ \ MAMMA MIA!
Supporting the marketing and promotion of a national theatrical tour
In an effort to both fuel our national marketing initiatives and ensure brand consistency across multiple cities, we focused on technology as the backbone of our solution.  With each new city producing the show, we had to develop tools that enabled the local marketing director to create materials within the national brand guidelines.  To reduce costs and increase speed of delivery, we created a complete tour management system that allowed local markets to self-manage a specific section of the Mamma Mia tour website, create custom HTML emails and ad creative and the ability to store, share and customize files in real-time. (read more)