Authenticity was integral to impacting the skeptical, 18-34 audience. Consequently, we made a conscious decision to associate Sidekick with compelling, synergistic content and integrate ‘pull’ media as a compliment to our traditional ‘push’ efforts. Digital provided the ideal platform to compliment our traditional media push, “pulling” consumers to ID:On MTV, produced an episodic Online TV series, ‘Connected’; centring on a group of 20-something friends that use their Sidekicks to stay in touch - garnering a weekly audience of 40,000.

Became the first advertiser to integrate into Xbox Live, an Online community of 3 million gamers. Partnered with MySpace to host a series of music concerts with headlining acts such as TI. Created a custom MySpace community, delivering the first live broadcasts in MySpace history, streamed on the face of a ‘virtual’ Sidekick, with fans allowed to chat & make live song requests via SMS and IM.

Launch increased sales + 34%, sustained +10% over goal.Key metrics such as “Cool” and “Hip” increased.“Connected” - 440,000 downloads.

Xbox Live highest-ever 105,000+ downloads.

MySpace concert drew 447,000 streams, generating 30,000 friends.