Anatomy of an Intergrated Campaign

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From the Marketing & Online Communities Conference -

Bree Nguyen and Jeremy Welt of Warner Bros. Records walked us through their campaign launching Ashley Tisdale as a solo artist. The issue was that Ashley already had a brand as a Disney girl with a community following. Here’s what they did:

1. Identify existing trends and behaviors
2. Listen, Listen, Listen… Listen again
3. Reward and acknowledge the fan
4. Base plan on initial engagement
5. Break the project down into smaller phases
6. Plan from success and learn from mistakes

This is a Push -> Pull style of consumer marketing. They pushed the consumers and online communities where they where already going and then pulled them into the brand they wanted to create. A great example of rewarding and acknowledging the fan is how Ashley posted YouTube responses to her fans posting Ashley Tinsdale YouTube content.