Interactive music site Soundbreak.com on Wednesday kicked off a $5 million national campaign to boost awareness of its recent launch among its target audience — Web savvy folks between 15 and 35 years old.
The campaign, developed by Camp/Arbues, will include print, radio, outdoor, and direct mail elements.
Radio spots will break first, airing in New York, Los Angeles, Chicago, San Francisco, Boston, and Seattle. The print campaign, which targets music publications, college newspapers, and alternative weeklies, begins April 3. Outdoor will roll out April 15.
The campaign, which will be supported by a direct mail effort running from late April to the end of May, will last through mid-May.
“Since our launch, Soundbreak.com has received an incredible amount of industry and media attention due to the unique experience we deliver online,” said Lisa Crane, president and chief executive officer of Soundbreak.com.
“Our ad campaign’s objective is to differentiate our brand in the consumer marketplace while communicating to our core audience.”
Soundbreak.com offers users the chance to interact with hosts while they’re appearing on 24-hour Webcasts.