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Domino
Buzz marketing for New Line Cinema |
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| CLIENT: |
Digital Life |
| PRODUCT: |
Consumer Technology & Entertainment Event |
CHALLENGE:
To motivate New York area consumers (Ages 12+) to attend Digital Life October 14-16, 2005
 SOLUTION:
An integrated marketing program was utilized to promote the second annual Digital Life Consumer
Technology & Entertainment Event. The program was executed on HOT 97 to reach trendsetting, young
adults. HOT 97 integrated Digital Life into the fabric of the station via voiced commercials and
promotional announcements by the station's celebrity personalities. An extensive online campaign
was also used to promote the event, providing listeners a discount for entering a code specific
to HOT 97. To create buzz onsite, HOT 97 organized and promoted an MC Battle/Talent Contest as a
special promotion that culminated with a finale on Saturday, October 15, resulting in one lucky
winner receiving a $5,000 cash prize. The street team and HOT 97 personalities also made appearances
during the event.
RESULT:
Digital Life utilized HOT 97 as its primary radio partner in 2005, increasing its attendance from
last year by 15,000 people. The client is planning to utilize HOT 97 and other Emmis stations for
its event in 2006.
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