Our participation plan embedded Unwasted Weekend in teen culture and drove active involvement with Above The Influence content. We joined forces with Clear Channel Radio to create an album for-teens-and-by-teens about rising above pressures and influence. Songs were produced and performed by Youtube sensation Karmin at NYC’s Z100 Jingle Ball featuring Lady Gaga. We aligned with MTV asking teens to submit their most epic Unwasted Weekend. Hundreds of videos later, four stories were turned into short films that ran on MTV. Seventeen Magazine’s ‘Style Squad’ challenged girls to showcase their “Unwasted Weekend Wardrobe” with recognition being a fashion shoot and spread in the magazine. And YouTube stars created custom episodes for Unwasted Weekend inspiring teens to join in the social conversation.All transmedia efforts drove to AbovetheInfluence.com where thousands of teens could see, “like,” share and comment, seeing that they are never alone in choosing to live above the influence.

Teens participated with ATI in numbers never before achieved. They brought the brand into environments that mattered to them, leading to 6 million measured interactions, including over 5 million video views and shares.Our Facebook community grew by over 400%.AbovetheInfluence.com page views nearly doubled to 2.87MM.

Added value enlisted Ryan Seacrest, Amy Teagarden, Stawburry17 and ten other personalities to encourage teens to rise above the influence and celebrate their stories.Most importantly, we see indication in tracking studies that teen anti-drug beliefs are strengthening and Above the Influence is a brand that teens are truly making their own.