To initiate a viral movement, we seeded the Above The Influence symbol online via page/site takeovers, buddy icons, etc, and created customized wall murals in 25 highest risk U.S. markets. Highly targeted Television networks/programs and Magazines were carefully selected to optimize the “us to us” philosophy. Brand engagement was magnified with a customized video game (“Zombie Escape”) where Teens fight negative influences and score points by making the right choices (1.2 million gameplays).

$50 Million in incremental value for the launch was generated by negotiating a free dollar in media time for every dollar spent. Teen awareness of the campaign hit 64% after six weeks. The new website received 3.7 Million clicks, more than double the previous campaign.