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Worldpop: Cross-platform Campaigns
Background
With over 130,000 daily users, Worldpop was the UK's fastest growing music site offering innovative products and services via the internet and mobile phone. Visitors to Worldpop could access all the latest news and reviews from the world of pop, as well as having the ability to download display graphics, ring tones, text messages (SMS), picture messages, multimedia messages (MMS) and mobile games.
Following Worldpop's acquisition in 2002 by iTouch plc, the leading wireless application provider (WAP), Fresh Communications was hired to promote Worldpop's products and services.
PR Brief
- Fully exploit the technical expertise of parent company iTouch plc, and the creativity of its in-house editorial and marketing teams to produce the very best interactive content
- Raise the profile of Worldpop amongst the core audience of 14-24 year olds
- Drive use of interactive content and sales of downloadable accessories for mobile phones (e.g. ring tones, images and promotional initiatives etc)
- Develop cross-platform PR initiatives to support e-teams 'embedded content' activity
Activity
- Fresh created a rolling programme of PR activity designed to raise Worldpop's profile to both trade and consumer audiences
- Placed features in marketing and trade press to educate brand managers to the benefits of cross-platform interactive campaigns available through Worldpop
- Announced a series of high profile appointments and exclusive content and merchandising partnership deals including Columbia TriStar's Spiderman movie
- Promoted music and interactive content on the site including Gamezone (games to download to your mobile phone)
- Publicised online celebrity chats including Darius Danesh and Ja Rule
- Placed competitions in youth titles to maximise promotions for the latest film and music releases such as the Madonna concert and Spiderman movie ring tones, images, memorabilia and preview tickets
Results
- Fresh Communications secured opportunities across consumer PC, gaming and internet magazines, plus music and film press including Milkshake, CD:UK, The Daily Mirror, Sugar Magazine, B Magazine, More!, Elle Girl, Sneak, 19, J17, T3, Computer Active and PC Pro
- We secured interviews with key Worldpop spokespeople in the marketing and trade press including Revolution, Campaign, What Mobile, Mobile Choice and Mobile Internet
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