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The Voice (2011)

Role: Creative Director

Targeting Music Lovers

It’s all about the Music
We surrounded areas where music lovers go to infuse themselves with all things music from news, videos to customized playlists. By integrating with key sites and applications we targeted this buzz driving audiences beginning two weeks out. Creatively, it was important to showcase each of the individual coaches and explain what the show is. We highlighted each coach & prompted users to engage our ads in order to listen to one of the great voices of the competition.See below for examples of ads that ran early in the campaign

  1. Vevo — ChristinaCee LoAdam
  2. Pandora — ChristinaCee LoAdamBlake
  3. Grooveshark — ChristinaCee LoAdamBlakevideo
  4. Shazam
  5. Last.fm
  6. Spin Video Wall
  7. RollingStone Custom Editorial

 

Going Wide

Turn Up the VolumeA week prior to premiere, layered in broader-reaching sites, utilizing a “daily domination rotation” across multiple digital partners. Each day a different site “spiked” with a highly visible, dominant ad presence. Driving tune-in was our biggest priority here. All coaches were included in this creative, and we made it clear that The Voice premiere was right around the corner.  

See below for examples of ads

  1. People Homepage Pushdown
  2. EW Homepage Pushdown
  3. MSN TV/Ent
  4. PopSugar HP Pushdown
  5. Yahoo News Ent Pushdown

 

 

Mass Reach

Bring The Voice to the MassesThe worlds of music and entertainment collide with can’t miss digital domination on premiere day. Not only do we continue to engage our core group of buzz builders but expand our reach to the pop culture influencers with executions users can’t miss!

Site Experiences

  1. Vevo
  2. Pandora [18-49 targeted]
  3. US Magazine
  4. Grooveshark
  5. EW
  6. Spin Video Wall
  7. RollingStone
  8. E! Online

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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