During summer vacation, research showed that teens wanted to be the first to discover amazing music and video content … so they could be the one to share it with friends.
To give our teen audience a chance to do just that, we created the Crazy Good Summer Backstage Pass — built around a song that Pop-Tarts lovers got to hear before anyone else.
With DJ Mustard producing, we brought together three artists from totally different genres — Jessie J, Rixton and Jhene Aiko — and helped concept, write and record a brand-new song, “Sorry to Interrupt,” exclusively for our fans.
Our Twitter audience was recruited to unlock “Sorry to Interrupt” with 100K tweets. It was then made available for free on CrazyGoodSummer.com and our fans helped spread the word. The artists also shared and promoted the new song to their audiences.
Fans got exclusive behind-the-scenes access as well. We filmed the recording session and produced six episodes, a lyric video and tons of outtakes they couldn’t find anywhere but Pop-Tarts channels. Fans who paid extra close attention to each episode were rewarded too.
But we weren’t done yet. We hosted two limited-access, free concerts in San Francisco and New York City. Our teen audience heard “Sorry to Interrupt” performed live for the first time and were treated to the experience of the summer — not to mention plenty of Pop-Tarts.