The final push of the campaign came in June with the launch of the first-ever in-cinema interactive audience game, NewsBreaker Live. The game premiered in Los Angeles before the movie Spider-Man 3 and then moved on to Philadelphia and White Plains, New York.
The campaign centered on the overarching brand message, but there are also instances where you use your media buys to promote elements of your company or other marketing efforts. A few examples would be a flyer about an event or a newspaper ad about a sponsorship. Each print ad had the URL www.spectrum.msnbc.com.
Press coverage and management was ongoing throughout the campaign. It was led by Danielle Tracy and supported and implemented by Katie O’Kane and others.
Danielle Tracy talks about launching the PR effort around the msnbc.com campaign.