Boyz II Men

The brief

Design, build and launch an album microsite to showcase the new Boyz II Men album.  Build brand awareness and drive traffic to the site through a pan-European online PR campaign. And all in less than four days!

Sometimes the unexpected happens.  With short notice of TV appearance in the UK and France, the European launch of the new Boyz II Men album was brought forward, hence the very tight deadline.

The objectives

• Build an engaging Flash-based microsite to showcase the new album, Motown: Hitsville USA.
• Use online PR to build awareness of TV appearances and drive traffic to the site.

The target audience

• Existing fans of Boyz II Men and Motown
• Viewers of the X Factor (UK) and Star Academy (France)

The solution

• Hits ville microsite developed http://boyziimen.portfolio.strangecorp.com
• Pan European online PR camppaign with keyword-rich news releases.
• Comprehensive web address strategy included registering several name variations to help drive traffic and prevent cyber squatting.

The result

• Google indexed the website within 24 hours and within seven days there were over 23,000 headline impressions of the news story on the web, reaching No.1 on Google News for Boyz II Men. 
• Site launched on time for TV appearances.
• English, French, German, Spanish, Italian and Dutch speakers reached through a number of language-specific translations of online press release. 
• Popular websites picked up the news story and posted the album link, including the Daily Mirror, LiveJournal, MySpace, Wikipedia and several Boyz II Men fan sites.