We developed an interview series called “Up Close & Personal with Carefree Slims” with the go-to music media brand for teens, The Hot Hits.This was a 3-part series hosted by local “It” girl & tabloid favourite, Ruby Rose. Ruby interviewed A-Listers Lily Allen & Katy Perry as well as Australia’s most successful Australian Idol contestant, Jessica Mauboy.We ran 3 promotions to win tickets to the exclusive events with the opportunity to ask the stars a question in the intimate setting.These promotions ran on:•A custom microsite www.thehothits.com.au/upclose•A custom MySpace community www.myspace.com/upcloseandpersonal2009•A spot schedule on MTV & mcm radio driving to the Hot Hits site•Magazine ads pointing to the Hot Hits site•An online display schedule across MySpace & FacebookThe episodes were streamed on the Hot Hits & MySpace as well as 3 x 30-minute specials on MTV + repeats (8 screenings in total).

•Over 1.3 Million teen girls saw the campaign•There was an 85% increase in teen girls who agreed with the statement “Carefree Slims is a brand that understands me better than the others” amongst those who saw the campaign*•Girls started their own forums online about the programme•The events were secretly filmed & posted on YouTube •On MySpace we generated 750+ friends & 450+ comments•We generated 20,225 entries to our competitions, 5 times more entries when compared to 4 similar promotions featuring international music artists with mcm*GalKal 2009