Social Media, Mobile & PR Agency in Beverly Hills

Beverly Hills, California (310) 388-4840

> Social Media | Mobile Marketing | Public Relations | Branded Entertainment

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CONTENTS

> OVERVIEW

> DIFFERENTIATION

> SOCIAL MEDIA & ONLINE

> MOBILE MARKETING

> PUBLIC RELATIONS & PROMOTIONS

> BRANDED ENTERTAINMENT & ENDORSEMENTS

> CASE STUDIES

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OVERVIEW

Populous Media Partners is a cross-platform marketing agency that
specializes in social media, mobile marketing, public relations, and branded
entertainment.

We focus on the strategic development and creative implementation of
campaigns that generate awareness, influence opinion, build brand
consideration, and drive purchase intent.

We combine emerging technologies with traditional marketing tactics to
maximize results for our clients online, in-store, in the media, at events or in
business-to-business environments.

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DIFFERENTIATION
Cross-industry insights gained through 50 years of
combined experience enable us to help clients extend
audience reach, grow market share, and identify
opportunities that may have been previously
underdeveloped or quite simply, overlooked.
Our team members have created and activated 500+
campaigns for such companies as Monster Energy
Drink, Nike / Brand Jordan, General
Motors, Sprint, Showtime Networks, Polaroid, Kenneth
Cole, Purina, Activision, Guitar Center, Eminem, Justin
Timberlake, Linkin Park, Enrique Iglesias, Prince, and many
other brands and personalities.
Our campaigns have been featured in more than 100 news
articles and textbooks, and have earned more than 30
marketing, public relations, Internet and entertainment
industry awards.

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SOCIAL MEDIA CAPABILITIES

We develop Social Media programs that
enable brands to communicate with their
audience in a manner that is
relevant, credible, consistent and
measurable.

We continually monitor the ever-changing
landscape of social networks.

We keep our clients informed of the most
effective means by which to build and
manage an engaged online community of
brand advocates, customers, influencers and
prospects.

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SOCIAL MEDIA SPECIALTIES
• Social Media Strategy
• Concept, Creation and Development of Social Promotions (Live
Broadcasts, Sweepstakes, Contests, Surveys, Virtual Games and more)
• Copywriting and Content Creation
• Asset Design, Programming and Maintenance (Applications and Custom
Facebook Tabs)
• Social Media Influencer Outreach
• Community Development and Management
• Social Customer Service
• Social Media Immersion Seminars
• Blog Development, Engagement and Outreach
• Social Media and Technology Trend Reports
• Social Networks Evaluation, Measurement and Reporting

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> MOBILE MARKETING

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MOBILE MARKETING CAPABILITIES
Populous Media Partners provides clients with the knowledge, expertise and technical
capabilities to benefit from the evolving and powerful world of mobile media marketing.

• By the end of 2011, over half of all Americans
will have a smart phone

• The favorite behavior of 76% of those
individuals will be social networking

• 50% of those individuals will use their mobile
device for web-based search

• Only 21% of large online advertisers have a
mobile optimized website

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MOBILE MARKETING SPECIALTIES

• Mobile Marketing Strategy
• Mobile App Concept
• Design and Programming
(Devices, Tablets, Social)
• Mobile Web Design
• Programming and Optimization
• Mobile Promotions (Text to
Download, QR
Codes, Sweepstakes, Location-
based, etc.)
• Mobile Media Planning and Buying
• SMS (Text) Advertising and Promotion

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> PUBLIC RELATIONS

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PUBLIC RELATIONS CAPABILITIES
Populous Media Partners team members have created and
implemented dozens of award-winning print, broadcast and Internet
public relations campaigns for domestic and international clients.
• Public Relations, as an industry, has gone through a rapid
evolution as a result of the web and its social networks
• Historically, mass media delivered the message to the
masses, today the masses decide on which messages to
consume and from which media
• While online news channels have become a major conduit to
B2C and B2B audiences, traditional media (television, print and
radio) continues to play a significant role as a primary source of
news and information
• Public Relations plays an increasing role of importance in
creating, placing and distributing ‘newsworthy’ content in the
mediums that influence audiences, quickly and efficiently

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PUBLIC RELATIONS SPECIALTIES

• Strategic and Creative Campaign Development
• Media Asset Development
• Media Outreach / Media Relations
• Media Events and Press Conferences
• Media Training
• Executive / Thought-leadership Visibility
• Speakers Bureau Placement
• Web Site Content Development
• Video Production
• Media Coverage Monitoring, Reporting Analytics

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BRANDED ENTERTAINMENT CAPABILITIES
Branded Entertainment is a marketing strategy that integrates brands with
entertainment channels to create positive associations, engage consumers, and
increase sales.
Since 1998, Populous Media Partners team members have
conceptualized, developed, sold and activated branded entertainment programs
worth more than $150,000,000.
The secret to our success is having worked on all sides of the equation –
representing the entertainment property or artist as well as the brand marketer – to
develop and activate a program that ‘truly works’ for the participating partners as
well as the consumer.

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BRANDED ENTERTAINMENT SPECIALTIES
Program
Activation
Management

Music Endorsements

Licensing
Branded Retail
Entertainment Promotions

Online &
Gaming Events

Sweepstakes
& Contests

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> SOCIAL MEDIA & ONLINE

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POLAROID – LADY GAGA LIVE BROADCAST
Partnered with UStream to create an online live broadcast promotion unveiling Lady Gaga’s
Polaroid Grey Label product

Executed blogger outreach surrounding the event and landed 30+ articles in major creative outlets
including: Idolator, DesignMilk, Nowness, PetaPixel, and Starpulse

RESULTS
• Grey Label became the 6th most popular topic on Twitter, Worldwide
• Polaroid was mentioned more than once per second on Twitter, 4X more than President
Obama
• 18,000+ Polaroid tweets in first 24 hours
o 90% of these tweets also mentioned Grey Label product
o 8,000 Polaroid tweets in 2 hours during webcast
• Polaroid’s Twitter following grew 10% in one day
• 700% increase in daily Facebook like additions

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POLAROID – STING FACEBOOK PROMOTION

ASSIGNMENT
• Increase Polaroid Facebook ‘likes’ and engagement
utilizing exclusive Sting video content

RESULTS
• Ran “like-gated” cross-promoted sweepstakes on
Polaroid and Sting’s Facebook pages
• Increased Polaroid fans by 65k in one month

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THE ALL-AMERICAN REJECTS – GILLETTE
ASSIGNMENT:
• Integrate Gilette organically within The All-American Rejects pre-performance lifestyle

ACTIVATION:
• Activated the Gillette Uncut online branded entertainment promotion with The All-
American Rejects
• Included conceptualization and management of online publicity and promotion
programs
• Managed the AAR storyline in the “Uncut” 30-minute TV special for Fuse network and
multiple online channels

RESULTS:
Assisted in the development of a “7-figure” online media buy to promote the
program, which generated 170,000,000 impressions:

• YouTube Video: 29MM-218MM Impressions
• Pandora: 12MM-37MM Impressions
• Spin: 22MM-34MM online Impressions, 20MM print Impressions, Additional Viral
Impressions
• Jambase: “Gigs Worth Shaving For” for 7MM Impressions

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BUSINESS GENOME® PROJECT
The Business Genome® project is a revolutionary view of business innovation and has
been developed to change the way businesses adapt and succeed in today’s rapidly
evolving environment. Populous Media was retained to create and implement the
overall marketing program, including the release of the business book “Find Your Next”
which describes the project and how it works. Populous Media work included:

• Comprehensive communication plan, all sales and marketing collateral and press kit
• Created Business Genome Social Networks
o 224% increase in Twitter followers in one month
o 99% increase in Facebook ‘likes’ in one month
o Developed custom Facebook landing page collecting content to e-mail
database
• Authored, architected and launched official website BusinessGenome.com
• Authored, architected and managed weekly newsletter member acquisition and
distribution
• Conducted and managed all media relations including McGraw Hill Publications
securing coverage with BusinessWeek, Wired, Fast Company, and several dailies
• Created and activated Citibank VIP symposiums in NYC, LA and SF attended by C-Level
executives of Fortune 500 companies and leaders in business innovation
• Created and implemented sales program which pre-sold over 6,000 books

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“DIPLOMACY & DIAMONDS” / JOANNE HERRING
Joanne King Herring, a Texas socialite and political activist
portrayed by Julia Roberts in “Charlie Wilson’s War,” retained
Populous Media Partners to manage the marketing of her Best-
Selling memoir and national book tour.

ASSIGNMENT
• Developed social media, publicity and bulk book sales strategies
• Managed development of publicity documents, photos, videos and
online assets
• Managed web site development and social media activation
• Managed 3 PR firms and booked national TV interviews
• Developed book tour and managed logistics with all entities
• Coordinated communications with publisher, book retailers, bulk
booked sales brokers
• Coordinated client travel schedule
• Created and managed campaign budget
RESULTS
• Book became a Best Seller
• Sold-out book symposiums and special events
• Media coverage on CNN, Fox & Friends, Fox Shows Huckabee, Hannity,
Greta Van Susteren , Lou Dobbs, Wall Street Journal, The New York
Observer, dozens of local market print and broadcast interviews, and
mentions on hundreds of web sites and blogs

CNN’s Ali Velshi interviews Joanne King Herring

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> MOBILE MARKETING

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MOBILE PRODUCTION: QR CODE – FIND YOUR NEXT™
Populous Media Partners developed the QR Code strategy for the book Find Your Next™. We also created all of the content and
managed the production of the QR Codes as it was developed by McGraw Hill Business Publications. Further, we worked with
Business Genome® technology teams to activate the Diagnostic Survey program on all mobile devices.

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MOBILE PRODUCTION: BLUE FLY & NESCAFE

Creative design and development of mobile Creative design and development of mobile
landing pages in support of QR Code landing pages in support of mobile media
television campaign sampling campaign

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MOBILE PRODUCTION: YAMAHA
Creative design and development of
iPhone, iPad and Android Apps

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MOBILE PRODUCTION: MAZDA AND THOR THE MOVIE
Development of HTML 5 Rich Media
Mobile Ad Unit

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> PUBLIC RELATIONS & PROMOTIONS

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GENERAL MOTORS – CONSUMER TEST TRACK

ASSIGNMENT
• Identify a venue in Las Vegas to promote and publicize General Motors
vehicles

DESCRIPTION
• Conceived the nation’s first Automotive Test Track that was open to the
public. This $25-million endeavor was conceived by our team with Event Link
and purchased by General Motors
• Featured a performance track, off-road track, product showroom, consumer
lounge and meeting facilities

DEVELOPMENT, ACTIVATION & RESULTS
• Acquisition of property rights and county permits; recruitment of operational
team, media relations, marketing alliances with casino resorts and other
entities, Congressional Recognition, County and City Proclamations
• Sale of nearly 100 vehicles to government entities, casinos and related
partners
• Secured media coverage in USA Today, Wall Street Journal, LA Times, and
dozens of automotive publications and websites

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SPRINT – B2B CONSUMER FLAGSHIP
ASSIGNMENT
• Secure Las Vegas Monorail’s Convention Center Station as a ‘flagship’ sponsorship venue to
promote and publicize Sprint brand and products

DESCRIPTION
• A $50-million endeavor conceived by our team members, purchased by Sprint.
• Conceptualized with CEO, CMO, COO Sprints Flagship Consumer Venue and Corporate
Meeting Facility
• Consulted with and managed architectural and construction teams, including government
permitting and liaison with local business entities
• Considered by Sprint to be as beneficial as their NASCAR and NFL sponsorships

DEVELOPMENT, ACTIVATION & RESULTS
• Consumer brand showcase, retail facilities, cyber lounge, corporate and client meeting
facilities, and a Sprint branded monorail train
• Acquisition of property rights and permits, state & county lobbying, acquisition, recruitment
of architect and construction teams, media relations implementation, marketing alliances,
acquisition of hundreds of corporate clients and individual subscribers
• Coordinated business transactions with CEOs of major conventions including CES, SEMA,
CTIA and several others
• Conceptualized, implemented and managed launch PR campaign featuring coverage in the
NY Times, Wall Street Journal, USA Today, Good Morning America, CNN, hundreds of
websites, and dozens of television and radio news programs, newspapers, and magazines
throughout the U.S.

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SUNRGI

ASSIGNMENT
• Create and implement a media relations campaign to publicize the world’s first
technology to provide solar generated electricity at the price of fossil fuels

DEVELOPMENT & ACTIVATION
• Created the opportunity to unveil the technology at the National Energy
Marketer’s Association Global Forum in Washington, D.C.
• Developed the comprehensive website complete with video animations in 10
days
• Secured premiere showcase at NextFest in Chicago

RESULTS
• Google’s #1 most referred website in one day
• 600+ Broadcast, Print and Internet news stories in a four week period, including
a feature story in USA Today, The Associated Press, Reuters, Entertainment
Tonight, CNN, etc.
• The campaign generated 327 direct sales leads

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DESERT XPRESS
ASSIGNMENT
• Create and implement a media relations campaign to publicize the DesertXpress High
SpeedTrain system prior to commencement of construction

• Capitalized on the systems’ receipt of a Draft Environmental Impact Statement from
multiple government agencies
• Communicated the significance of this DEIS to primary media in target markets
• Worked with government relations agencies to secure support from key congressional
leaders
• Recruited government leaders to act as media spokespersons on behalf of the system
• Developed, implement and managed a comprehensive media relations campaign

RESULTS
• Secured Senate Majority Leader Harry Reid, US Department of Transportation Secretary
Ray LaHood, and the mayors of Las Vegas and Victorville to support the system
• Secured 131 Broadcast, Print and Internet news stories in a two week period, including
The Associated Press, Reuters, LA Times, Fox Network News and 26 local television
network affiliates

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JANE’S ADDICTION – LG & GUITAR CENTER

• The world’s first, user-generated 3D concert
• Created promotional campaigns for Jane’s Addiction’s first
album in 8 years
• Helped facilitate induction into Guitar Center’s “Rock Walk’
(Hall of Fame)
• Created and activated national online video and retail point-of-
purchase promotion to award an opportunity for ‘unsigned’
band to become opening act for Jane’s tour
• Secured LG as a sponsor and created and activated the world’s
first, user-generated 3D concert and documentary (100 fans
used LG phones to provide video content from which the
program was created)
• Documentary viewed by more than 1-million people online

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SLASH – GUITAR CENTER
Created, negotiated, activated national online artist
submission, skill-based contest offering an unsigned band or
guitar player an ultimate career-altering opportunity through a
partnership with one of the world’s greatest guitarists, Slash.

THE PRIZE
• Trip to Los Angeles to record a 3-song demo with producer Mike Clink THE RESULTS – 80,000,000 impressions in 90-days
(Mötley Crüe, Guns ‘N’ Roses, Megadeth) •More than 12,000 bands entered the contest
• Slash wrote, performed and recorded on winning band’s single •Guitar Center Direct Mail Buyers Guide - Announcement, 3 months
• $10,000 in new gear and endorsement deals from Ernie Ball and Music (3.6-million mailed)
Man •Guitar Center Direct Mail Buyers Guide – Winner, 1 month (1.2-million
• $10,000 Guitar Center shopping spree mailed)
• Feature of the band’s single on iTunes •GuitarCenter.com Promotion – 1 month (3-million unique visitors)
• A feature story in Guitar World Magazine •Guitar Center Credit Card Insert – 100,000 credit card statements
•Guitar Center In-Store Audio Promotion – 40,000 plays per month for
3 months
•Guitar Center Point-of-Purchase Materials - 8,000,000 impressions
Ernieball.com – 3 months (1-million unique visitors)
•Radio Promotion – 6,000 mentions on 300 stations in 124 markets
•Publicity – 20,000,000 impressions
•E-mail Blast – 1,400,000 click-throughs
•Slash’s CD available for In-store purchase at all Guitar Center stores

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SLASH - MONSTER ENERGY NATIONAL RETAIL PROMOTION
Created and activated a national online, special event, and retail
campaign to cooperatively promote Slash’s new album and generate
incremental sales of Monster Energy Drink

CAMPAIGN COMPONENTS
• $3,000,000 in activation
• POP displays in 50,000 retail stores
• Imagery on 20-million+ cans and packs
• Viral film distribution and micro-site promotions
• Free download codes on all 4-packs and individual cans
• Sweepstakes to attend private concert in Los Angeles
• Downloadable photos, ring-tones, etc. on MonsterEnergy.com
• Product placement in Fergie/Slash music video “Beautiful
Dangerous” (2.8 million views)

RESULTS
• Album debuted #3 on the Billboard 200 chart
• 5,000,000 Social Media “Likes” in just 90 days
• Increased Monster sales ‘significantly’ year-over-year (actual
figures are confidential)

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ACTIVISION – CALL OF DUTY MODERN WARFARE 2

Call of Duty’s Modern Warfare 2 was the biggest video game title of
its time, thanks in part to this. We brokered the sponsorship deal
between Activision and Monster Energy with an unprecedented
retail promotion:

• 53,749 retail store displays across the United States
• On-pack and online sweepstakes
• Exclusive online content downloads
• Exclusive consumer launch event in Wal-Marts
• Unprecedented consumer views and media values:
o Retail Store Signage Views: 322,492,000
o Retail Store Media Value: $9,674,760 media value
o Co-Branded Packages: 15,280,712
o Co-Branded Package Media Value: $764,035

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MONSTER ENERGY DRINK
ASSIGNMENT
Identify and secure entertainment sponsorships that appeal to the
mass consumer 18 to 45 demographic.
Linkin Park Projekt Revolution Tour
• Can-in-Hand On-Stage “Spotlight” Moment
• Backstage VIP Events
• Trade Promotions
Linkin Park Internet Widget
• Exclusive Internet Partner
• Consumer Sweepstakes
• Music Video Product Placement
• Online Music Rights
Linkin Park Retail Merchandising
• Product Sampling in Club Tattoo Studios
• Co-branding on Linkin Park merchandise
Las Vegas Monorail
• Experiential Marketing
• Exclusive Beverage Concession
RESEARCH & DEVELOPMENT OF OPPORTUNITIES
• Television
• Internet Games
• Celebrity Affiliation
• Special Events

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THE MIRAGE HOTEL & CASINO LAS VEGAS
ASSIGNMENT
Retained by The Mirage to identify a ‘really cool’ music event that
would generate considerable awareness, publicity and notoriety for the
property as part of their partnership with Rolling Stone Magazine and its annual
Hot Issue Party.

Activated the event/sponsorship with the following:
• A live performance by multi-platinum band, Weezer
• Post performance after party and media interviews
• Helped secure a 4-page editorial spread in Rolling Stone (1.5
million circulation)
• Extensive online integration on RollingStone.com,
Mirage.com and through email blasts (5.5 million online impressions)
• Multiple email blasts to Mirage, Roling Stone and Weezer Fans
• Print, radio and outdoor ads in LA, SF, SD and PHX media markets
• On-site signage: exterior, in-room video, external marquee
• On-site media relations and interview management

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GUITAR CENTER “SESSIONS” ON DIRECT TV
We transformed Guitar Center Sessions from an online entity to a
branded TV show, that helped DIRECTV launch a new 3D channel.

We positioned Guitar Center Sessions as “the true character behind the
iconic band” including live Q & A between the show’s host, talent and
audience, as well as live performances in the famed Hollywood Vintage
Room at the Los Angeles-based Guitar Center on Sunset Boulevard.
Performers have included Peter Gabriel, Blondie, Jane’s Addiction, The
Cult, Weezer, Bush, Peter Frampton, and others.

We helped develop all marketing for the program including:

• Promotional messaging on GuitarCenter.com home page
• Email blasts to 1.4-million consumers
• Viral Video, Blogs, Web Sites creating 10+ million impressions
• Publicity (Wall Street Journal, Billboard, RollingStone, Spin, USA
Today) generating 50-million impressions
• Direct mail and credit card inserts to 1.5-million consumers
• In-store signage in 214 stores
• In-store audio broadcasts and store front signage generating 10+
million impressions

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ENRIQUE IGLESIAS
RELEASE OF AN EXCLUSIVE DELUXE VERSION OF THE EUPHORIA ALBUM

As part of the exclusive campaign, Target promoted the album in a radio, TV,
online and print campaign.
• Media Objective: generate awareness to drive traffic & sales
• Media Strategy: layer timely, relevant mass media to build reach quickly
at street date. Prioritize media that allows for content sampling
• Media Metrics: planned external media impressions is 30MM+

AZZARO COLOGNE
Enrique Iglesias in partnership with Azzaro fragrance created a marketing
campaign using the following platforms:

• Print campaign (indoor and outdoor) including billboards, magazines,
newspapers, trades, posters, direct mail, flyers, company website, viral
distribution, in-store / point of sale advertising
• Internet promotion featured making of video that ran exclusively on
Azzaro websites

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GLAXOSMITHSKLINE – SOMEONE TO LEAN ON

• Lonnie Ali is the wife of Muhammad Ali and an
outspoken activist bringing awareness to Parkinson’s
disease and research
• We partnered Mrs. Ali with GlaxoSmithKline to
launch a national campaign in support of
Parkinson’s caregivers

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JILL WAGNER – MERCURY

• Jill Wagner was named the spokesperson for Mercury
• The popular print and television campaigns featured
Wagner as “The Mercury Girl” and ran for five years

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PATRICK PHARRIS
MANAGING PARTNER
(702) 491-7464
PATRICK@POPULOUSMEDIA.COM

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Social Media, Mobile & PR Agency in Beverly Hills

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