Fanatical Marketing

Case Studies
ICON Collectibles	Ford Models	Polo Jeans	eMusic

ICON Collectibles
	Objective • Create new revenue stream from non-music assets • Establish ICON Collectibles as consumer brand Solution/Result • Conceived and Created multiple product lines • Established many strategic partnerships including NYT, Hewlett-Packard, Apple and Art Galleries • Developed traditional retail line for Best Buy, J&R Music World, and several indie retailers • Created and executed comprehensive marketing plan • Grew business from $0 to six figures in two years

Ford Models

Objective
• Execute CEO's vision for a media business
• Create new revenue streams through online channels

Solution/Result
• Created Ford Models network/platform for sponsors
• Created custom sponsorship programs for brands
• Grew to YouTube's #1 Partner (by views) in fashion category
• Developed MySpace's most successful contests - Ford Model Search
• Executed comprehensive social media strategy (YouTube, Facebook, Twitter, MySpace, Blog, Ning, Email)
• Grew video views to over 250 million

Polo Jeans

Objective
• Build awareness for new men’s easy fit jean and
women’s cropped saturday jean
• Identify music that appeals to the polo jeans co. customer

Solution/Result
• Created a private label cd sampler of up and coming
developing artists
• Distributed cd through 500 federated stores
• Nationwide support with online promotion and
in-store signage
• Extended campaign through a college campus promotional tour

eMusic

Objective
• Identify & secure rights to key artists for print campaign

Solution/Result
• Cleared rights for artists such as: Johnny Cash, Bob Marley, Miles Davis, John Lee Hooker, Ray Charles, Willie Nelson, Thelonious Monk
• eMusic launched a comprehensive branding campaign across Internet, TV and Print