MO SUGAR

 

Challenge

Lead Napster’s transformation from being the original P2P platform into a legitimate online music distributor. Challenge was to not only lead the transformation but also create a new category, the online music subscription and educate consumers within a highly competitive market. MO SUGAR’s core team led most of the creative and marketing during this transformation.

Solutions

Create high impacting marketing and educational programs to keep Napster top-of-mind and educate consumers on a new digital music experience.

Results

• Grew member base to over 500K
• Led integrated marketing efforts for $20MM multi-media launch of “Napster To Go” (kicked off with two TV spots during the NFL Super Bowl.)
• Launched Napster To Go, Napster's portable music player campaign
• Developed retail collateral to support Best Buy channel (e.g., POP, Gift Cards, Training Materials)
• International launches – Canada, UK, Japan, Germany
• Rolled out Napster University Program