Amy Winehouse
Island Records
The Brief
Amy Winehouse was known amongst the music aficionados but commercially had not had much success.
So Island wanted to raise her profile amongst mainstream consumers and hence drive single and album sales.
Hyperlaunch were tasked with creating an online PR campaign that got Amy and her music in front of as many music consumers as possible
Deliverables
A comprehensive online PR campaign
Results
Gained wide exposure on key mainstream sites, over 100 in total
• Napster Session (one track recorded was actually used as a b-side for a later single)
• High profile interviews
• The Guardian (12,000,000) – newspaper front page
• MSN (19,000,000) – video interview linked from homepage
• Channel 4 TV (3,000,000)– homepage linking through
• NME.com (1,800,000) - ran a listening exclusive of the new album through the website with mentions in the paper
• The Sun podcast (9,100,000) – exclusive lounge session: Amy recorded a live session with a lounge band – this featured in podcasts of the year
• Tiscali (5,000,000) – Recorded a live session – featured on music homepage
Equivalent cost of less than £0.9 cpm uniques
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