Project Napster

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.

  • Napster
  • Internet Music Download Company
  • Art

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 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.

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