SOURCE: WeeWorld

April 18, 2008 09:57 ET

WeeWorld Engages Music Fans for RCA Record's Artists

Label Extends Social Media Strategy to Include Alicia Keys After Successful Avril Lavigne Campaign

BOSTON, MA--(Marketwire - April 18, 2008) - On the heels of its successful campaign for Avril Lavigne, RCA Records today debuts another partnership with WeeWorld, the most popular interactive avatar community, to promote the upcoming U.S. tour of its Grammy Award-winning singer/songwriter, Alicia Keys. Based on WeeWorld's tremendous success offering partners effective social media advertising solutions, particularly for Avril Lavigne, RCA Records is furthering its commitment to promotional efforts on WeeWorld.

Alicia Keys News Facts:

-- Starting today, Alicia Keys will be showcased as a featured artist. She and her latest video and tour, which kicks off April 19th in Hampton, Virginia, will be promoted site-wide on WeeWorld. Alicia will also be featured in the WeeWorld newsletter sent to WeeWorld's extensive user base.

-- Fans will be able to style and accessorize their WeeMee with free branded items, custom-designed by Alicia, including: a piano, t-shirts, her latest CD and a poster. These items will be visible to friends, virally promoting Alicia Keys widely across WeeWorld and its extensive partner network.

-- A limited-edition Alicia Keys WeeMee will launch the promotion. Users will be able to add it to their room and blog about her to all of their friends.

-- Later in April, WeeWorld is also launching a site-wide "Quest" featuring Alicia Keys. Users will search WeeWorld for clues to gain access to a secret prize designed by Alicia.

-- An official Fan Club Promotion will take place with assets designed exclusively by Alicia Keys and available only to Alicia Keys fan club members at www.akfcofficial.com.

-- Launching April 25th, WeeWorld users will be able to view Alicia's new video, "Teenage Love Affair."

Avril Lavigne Case Study Facts:

-- RCA Records wanted to connect with existing fans in an engaging way to promote Avril Lavigne's new single and video to a young, media-savvy audience on their own terms, while fuelling conversations about Avril and creating new fans.

-- Valuing WeeWorld's expertise and deeply engaged audience, RCA partnered with WeeWorld to create an integrated social media campaign. Fans on WeeWorld were able to style and accessorize their WeeMee with a selection of free branded items, custom-designed by Avril Lavigne. More than 400,000 items were downloaded in less than 2 months.

-- WeeWorld users authentically endorsed Avril Lavigne and virally created millions of impressions throughout their WeeWorld community and the sites and messaging systems on which they showcase their WeeMee.

-- Through WeeWorld's blogging and search capabilities, fans also connected with other fans by searching for others who had Avril Lavigne items in their rooms.

-- Users could also enter a contest for the best Avril fan blog, which drove further user engagement and generated viral buzz.

Quotes:

-- Chris Boghigian, Online Marketing Manager, RCA Records: "We're excited to lead the way as the only label to spearhead WeeWorld's emerging music initiative. We're thrilled by the massive overall reach a campaign with WeeWorld provides. The opportunities extend beyond successful brand promotion as we're now able to cultivate a community and introduce them into other compelling offerings, including physical and digital merchandise as well as Alicia's new fan club at www.akfcofficial.com."

-- Lauren Bigelow, GM and SVP of Marketing, WeeWorld: "We've had great success offering our advertising partners groundbreaking alternatives to reach the coveted youth demographic. While users sometimes ignore advertising through other channels, our users are asking for branded assets and promotions so they can make their WeeMee and room truly representative of the brands they love, the products they use, and the artists they idolize. We are helping brands connect with consumers in a way that speaks to them and gives our users a voice."

Resources:

-- Alicia Keys WeeWorld Promotions: http://www.weeworld.com/music

-- Avril Lavigne Assets: http://www.weeworld.com/promotions/avril/

-- Explore WeeWorld or Create Your Own WeeMee: www.weeworld.com

-- Companies interested in advertising programs with WeeWorld should contact a representative at sales@weeworld.com.

WeeWorld (www.weeworld.com) is the most popular interactive avatar community and a trusted site for dynamic self-expression, creation and communication. Through an expansive palette of features, clothes, accessories, hobbies, etc., WeeWorld users can create their personalized WeeMee avatar, connect with friends, decorate their own visual space, send animated messages, play games and more. More than 21 million WeeMees worldwide are redefining avatar demographics and establishing the WeeMee as the world's most widely used and recognized avatar. WeeMees can be created on many sites including Windows Live Messenger, AIM and Skype, and are portable to all major social networks and blogging sites. WeeWorld has offices in Boston, New York, London and Glasgow, and is funded by Accel Partners (www.accel.com) and Benchmark Capital (www.benchmark.com).

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