"We wanted this to spread on a very organic and viral level," said Tom Cording, VP of media relations for Legacy Recordings, the catalog division of Sony Music. Site creator Jason Cohen blogged about the behind-the-scenes of building the site, Cording said, in order to create suspense around the launch.
"From there, we actually set up a series of show-and-tell days, closer to the release date, where we asked some key media folks to come in, like Billboard, the AP, and MarketWatch," Cording said. "I think the face-to-face really helped to build the momentum there."
Woodstock.com is also planning to host some events around the 40th Anniversary of the 1969 Woodstock on August 15.
"We look at [the PR] as an ongoing thing," Cording said, "really building a fan base of participants to the site." He also said the company, which is handling all PR internally, will use the release of its Woodstock Experience albums—two-disc sets with one disc reserved for the artists' performance at the 1969 Woodstock—to keep up interest in Woodstock.com.