Working with AOR Waggener Edstrom, MSN began educating bloggers, consumer media, and long- and short-lead publications on Wonderwall's unique aspects, such as its less text-centric design.
The company provided entertainment publications, advertising trades, business press, and Microsoft followers with a pre-briefing, and set up interviews with company executives, said Karin Muskopf, senior product manager at MSN.
“When we entered into those pre-briefs, we made sure people had a sneak peek,” added Kristen Batch, SVP at Waggener Edstrom. “They had a chance to play with it and get a true understanding of what the site was going to deliver. I think that impacted the coverage greatly.”
Alex Blagg, former editor of VH1's Best Week Ever blog, is editor-in-chief of Wonderwall, and MSN leveraged his reputation for online outreach with an event in Los Angeles on February 12 so bloggers could meet him.
“We wanted to utilize his strengths,” Muskopf noted. “So we had him... Twitter about the launch of the site.”
Muskopf added that Wonderwall.com makes sense for MSN because it allows the company to extend entertainment coverage, and “package it in a different way for our users.”