Innovative Marketing Promotion “Light The fuse On Your Music Career”
Delivers All-Important Youth Demo To Affiliates
New York, NY (October 24, 2005) – fuse, the nation’s only all-music, viewer-influenced television network, today announced that Cox Communications is the first cable company to collaborate with the network to launch “Light The fuse On Your Music Career,” an innovative promotion created to discover the next music-video star for fuse On Demand.
“Light The fuse On Your Music Career,” provides affiliates with a valuable marketing resource to collect information and to communicate with fuse’s target audience, the much-desired youth demographic that fuse is attracting. The promotion serves as yet another example of how fuse is utilizing alternative marketing techniques to help its affiliates tap into the youth market.
“fuse’s viewers are the most tech-savvy in cable television,” commented Joe Glennon, fuse’s Senior Vice President of Distribution. “They experience the brand across several platforms including TV, online, and interactively via messaging from their computer or phones. This audience is the early adapters, and as a result – difficult to target via traditional techniques.”
To discover the next music video star for fuse On Demand, fuse and Cox have co-branded a group page on MySpace.com, the pre-eminent domain where young bands and fans share and discover new music, encouraging musicians to submit their video on the popular networking site. Now through November 4th, musicians will have the opportunity to upload 1 – 3 minute videos at myspace.com/fuse.
Once an applicant has successfully uploaded their video, a flash-based database will use their zip code to determine if they’re within the Cox Communications service area. If they fall within, they will automatically be directed to Cox’s Broadband Video Site. If not, they will continue on the MySpace.com site.
Judges from fuse and Deep Focus, the integrated marketing company that developed the promotion, will select five finalists to be posted on the contest site beginning November 7. Site-goers will have a week to cast a vote for their favorite music video. Beginning November 15, the video receiving the most votes will be featured and promoted on fuse’s popular VOD service, fuse On-Demand, Cox’s broadband music video site and MySpace.
“With ‘Light The fuse On Your Music Career’ we’re delivering a target audience to Cox’s doorstep, enabling them to brand and showcase their high-speed services to their prime customer – fuse’s audience,” continued Glennon.
This promotion is in line with fuse’s mission to create a rich, branded social networking experience built around the love of music. MySpace.com/fuse site also serves to drive traffic to the competing bands’ sites housed at MySpace, for access to additional mp3s, photography, bios, lists and more. The fuse group page provides a lively social forum for discussion and debate on not only the entries, but all things music.
About fuse
fuse is the nation’s only all-music, viewer-influenced television network, featuring music videos, exclusive artist interviews, live concerts and specials — all rooted in the music experience. fuse reflects the rapidly changing interests and attitudes of its 12-34 year-old audience by uniting the media platforms that are at the center of their communication and entertainment – TV, online, and interactive games – and by incorporating their opinions and suggestions into its on-air and online programming. More information about Fuse is available at www.fuse.tv.
About Cox Communications
As the third-largest cable provider in the nation, Cox Communications Inc. is noted for its high-capacity, reliable broadband delivery network as well as the company’s ability to provide superior customer service. For Cox, it’s not about being the biggest; it’s about being the best.
With more than 6.7 million customers, over 23,000 employees and a firm commitment to education, the Cox team is widely regarded as the best in the cable industry, having earned multiple distinctions in customer satisfaction and company strategy. In 2003, a readers survey by PC Magazine recognized Cox as the only broadband Internet Service Provider to receive the highest grade of an “A+.” For two consecutive years, Cox has also received highest honors in J.D. Power and Associates’ Local Residential Telephone Customer Satisfaction in the Western Region (2003 and 2004)*. Nationwide, bundled customers ranked Cox no. 1 in Customer Satisfaction for Bundled Residential Long Distance Telephone Services**.
About MySpace.com
MySpace.com is the premier lifestyle portal for networking online. By integrating web profiles, blogs, instant messaging, e-mail, music downloads, photo galleries, classified listings, events, groups, chatrooms, and user forums, MySpace has created a connected community where users put their lives online. As the number fourth ranked web domain in terms of page views*, MySpace is the most widely-used and highly regarded site of its kind. MySpace is committed to providing the highest quality user experience and will continue to innovate with new features that allow its users to express their creativity and share their lives, both online and off, with their friends.
About Deep Focus
Deep Focus ( www.deep-focus.net ) develops impactful online advertising campaigns, effective cross-media advertising strategies, buzz-generating websites, integrated promotions, PR & grassroots marketing strategies, and good karma for each of its clients. Deep Focus’ is founded by entertainment industry veterans, and the entire team comes from the entertainment business. They speak the language, and know the unique needs of the industry, making Deep Focus a true partner in the success of each client’s brand. Deep Focus has launched numerous successful (and award-winning) campaigns for clients such as HBO, AOL, Miramax and Dimension Films, Sony/BMG Records, Atari, 20th Century Fox International, Universal Music Group, and Nickelodeon Home Video. Headquartered in New York, with a newly-opened Los Angeles office, Deep Focus is privately-held.
* Among the top 2000 domains. comScore Media Metrix, August 2005.
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