MySpace rebrand includes multicultural focus

LOS ANGELES: The MySpace rebranding campaign surrounding the site redesign includes bringing in two multicultural PR agencies.

LOS ANGELES: The MySpace rebranding campaign surrounding the site redesign includes bringing in two multicultural PR agencies. 

MySpace has tapped African American-focused marketing communications firm Lagrant Communications, and the Hispanic-focused PR agency Valencia, Perez & Echeveste.

Rosabel Tao, Myspace's SVP of corporate communications, confirmed it hired the two agencies, but declined to speak on the specifics of this aspect of its rebrand. Inquiries to Lagrant Communications were referred to MySpace.

A centerpiece of MySpace's rebranding campaign, and perhaps its most pressing challenge, is to distance itself as a perceived competitor to popular social networking site Facebook, and concisely educate people on how it is different now. “This is obviously critical,” Tao said.

In working toward that goal, Tao said MySpace has “evolved from its premise as a social networking site.” 

“MySpace is about social entertainment. It's a new category for us,” she added.

Tao said the campaign will also focus on the Generation Y demographic.

The PR campaign has two phases. The first one is to reach out to the business and tech community. The second is to reach out to consumers when the newly redesigned site is completely rolled out by the end of November, Tao said. 

Components of the campaign include reaching out to bloggers, traditional press, and utilizing social media, Tao explained. Weber Shandwick and Rubenstein Communications also do PR for MySpace.

The goal is to position MySpace as a site that complements social networking sites. “It's like comparing apples to oranges,”  Tao said of MySpace's comparison to Facebook.

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