Objective: Next New Networks (NNN), owner of Web sites such as BarelyPolitical.com, which produced the infamous “Obama Girl” video, has launched a new site, 99DollarMusicVideos.com. It allows musicians to connect with directors to produce music videos for $99. For the launch, it aimed to reach three audiences: First, it targeted the music industry; and then it reached out to the advertising and business communities. It enlisted AOR LaunchSquad to help with the effort.
Idea: “We wanted advertisers to realize that there was a really unique way to connect with Web programming,” said Lance Podell, who joined NNN as CEO in September 2008. “We really have been trying to demonstrate to the business community that online video is here to stay and NNN is the leader in TV for the Internet.” It also partnered with Verizon Fios on the launch. Though Verizon was mainly on board as a sponsor, it also handled some specific media relations as part of its involvement, working with AOR Weber Shandwick Dallas.
Tools: NNN used outlets like Facebook and Twitter and placed stories on Mashable and Techmeme to spread the word about $99 Music Videos. It also pitched music blogs and Web sites. As part of its traditional outreach, Podell noted NNN's “decision... not to do an exclusive with one party.” Instead, it pitched unique aspects of the story – music, technology, and the ad partnership with Verizon – to different outlets.
Measurement: Success will be measured by increased participation from musicians and directors, as well as interest from advertisers.
Company: Next New Networks
Campaign: Launch of 99DollarMusicVideos.com
PR Team: LaunchSquad
Launch: February 19