USA Today

Their first ever cross-platform consumer content promotion

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Challenge

  • Create the first ever, online-driven event utilizing all Gannett Media web, newspaper, TV and outdoor properties simultaneously, for both content promotion and distribution.

  • Deliver a powerful marketing campaign and increased album sales for Brian Wilson & Capitol Records

Solution

  • Negotiated a content and promotional partnership with Capitol Records, Rock & Roll Hall of Fame member Brian Wilson, and Gannett.

  • Secured an exclusive 2-week window for all Gannett Media properties to premiere a new Brian Wilson album on their websites.

  • Secured $1.2M of advertising for Capitol and Brian, on Gannett’s 21 television stations, 86 newspapers (including USA Today), and all 107 corresponding websites, along with outdoor advertising in hundreds of locations nationally.

Result

  • A Top 20 Billboard Album Debut for Brian/Capitol’s album (the highest in his career).

  • A proof of concept success for Gannett resulting in their creating the Gannett Digital Network ad sales platform.