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.
- Internet Music Download Company
- Grew paid subscriber 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.