We started by confessing our musical sins in local magazines and newspapers, and ensured impact with multiple consecutive units. Soon, the confessionals moved onto the street, in bus shelters and larger than life billboards across the Twin Cities. Finally, we created a website for consumers to submit their own creative, hilarious—and often embarrassing—musical sins.A tribute wall outside the Basilica (like the Elvis memorial at Graceland) allowed fans to donate their embarrassing music memorabilia, with the most awesomely bad items winning free tickets.To ensure that the man upstairs got the message (a campaign reach of 1), we placed ads on the tops of bus shelters and rooftops inviting God to the concert. But just in case he didn’t get the message, we created a giant invitation to God—blessed by the Basilica’s priest himself—which we attached to weather balloons and floated up to the heavens.

The charitable event was an unqualified success. With attendance topping 26,000, the event sold out for the first time in seventeen years. The web presence we created was also significant: During the campaign’s three-month run, our Confessional Website generated more traffic than in all previous years. The concert site received 114,841 hits, with visits averaging over two minutes. Most significantly, we made an impact with a high-revenue audience, with the greatest overall profits made for the Church in the Block Party’s seventeen years.