MASTERING THE ART OF THE BUZZ
We developed a buzz-worthy campaign and created singular events that showcased BUZZMEDIA’s incomparable properties for the media establishment.
CHALLENGE
BUZZMEDIA, whose unparalleled portfolio of properties includes KimKardashian.com, Stereogum, Brooklyn Vegan, Buzznet and Concrete Loop, is one of the Web’s fastest growing entertainment publishers. Despite reaching 50 million pop culture, music and celebrity enthusiasts every month, media awareness was limited.
MKC was charged with raising BUZZMEDIA ‘s visibility in the entertainment and lifestyle sectors and securing placement in key publications.
STRATEGY
To promote BUZZMEDIA’s wildly popular collection of websites, MKC created buzz-building teaser campaigns and tent-pole events at major industry gatherings such as Advertising Week, South by Southwest (SXSW) and the CMJ Music Marathon and Film Festival. Particularly noteworthy was PopEverything, a pop culture quiz party conceptualized and executed by MKC.
Held during Internet Week, it featured BUZZMEDIA’s top bloggers/publishers and was attended by more than 500 media influencers, including media buyers and journalists from CNN, The New York Times, Wall Street Journal, Forbes, Dow Jones and MediaPost.
MKC also identified and executed strategic event sponsorships and book speaking engagements for BUZZMEDIA.
RESULTS
For the first time ever, BUZZMEDIA was featured in The New York Times, and other articles appeared in Billboard and on ABCNews.com. MKC’s comprehensive media relations strategy also resulted in stories in MediaPost, TechCrunch, MetroMix, Couture Nerd, Fiesta Funnel, Reality Tea and Crushable.
In addition, BUZZMEDIA won Adweek’s Buzz Award, which honors the best in brand/media integration, for its Ikea/Kim Kardashian campaign.
