Best Entertainment Integrated Ad Campaign

Pop-Tarts is the exclusive sponsor of the American Idols Live tour. The microsite let fans of the tour go behind the scenes with their favorite Idols – with exclusive webisodes, bios, merchandise, and ticket information – and let them track the tour across the country.

Rich-media banners offered exclusive previews of new videos, encouraging you to click through to the microsite to watch the rest.

To drive repeat traffic, email updates went out to subscribers anytime new content was added to the microsite.

Contributors:

BIGGS|GILMORE

Location: USA