MILEY CYRUS
SMILEY MILEY
Miley cyrus’s “she is coming” single
Objective
DRIVE FAN ENGAGEMENT AND BUILD ANTICIPATION FOR MILEY CYRUS’ LATEST EP.
Campaign
TO ACHIEVE THIS, NEARLY 400 BILLBOARDS, BUS WRAPS, AND DIGITAL NEWSSTANDS ACROSS MAJOR MARKETS—LAS VEGAS, LOS ANGELES, MIAMI, NASHVILLE, NEW YORK, AND LONDON—FEATURED 1-833-SHE-IS-MC, A HOTLINE WHERE FANS COULD HEAR EXCLUSIVE MESSAGES AND UNRELEASED MUSIC. THE CAMPAIGN ENCOURAGED DIRECT FAN INTERACTION, WITH THE OPTION TO LEAVE VOICEMAILS FOR CYRUS, CREATING A PERSONAL AND IMMERSIVE EXPERIENCE THAT EXTENDED BEYOND TRADITIONAL PROMOTION.
Results
MILEY’S CAMPAIGN SPARKED OVER ONE MILLION CALLS AND TEXTS FROM FANS WORLDWIDE, DRIVING MASSIVE ENGAGEMENT. IT AMASSED APPROXIMATELY 100 MILLION EARNED IMPRESSIONS ACROSS SOCIAL MEDIA, SOLIDIFYING ITS VIRAL IMPACT. SHE IS COMING PEAKED AT #5 ON THE U.S. BILLBOARD 200 AND EARNED MEDIAPOST’S 2019 DIGITAL OOH AWARD FOR BEST INTEGRATION WITH TRADITIONAL AND DIGITAL MEDIA, SHOWCASING THE CAMPAIGN’S SEAMLESS FUSION OF OUTDOOR AND DIGITAL MARKETING.
THE ONLINE BUZZ IS REAL
Key Facts
Formats
LOS ANGELES, NEW YORK, LONDON (UK), MIAMI, NASHVILLE, LAS VEGAS
Markets
BILLBOARD, DIGITAL, KIOSK, POSTER, TRANSIT, SPECTACULAR, WILD POSTING, WRAPPED VEHICLE
“MilkMoney was with us every step of the way. expertly mapping out Miley’s billboard campaign to ensure its expansive visibility and global impact across the world”
Manager
SMILEY MILEY
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