The creative idea began with the music heard on television, but quickly moved online through blogs and YouTube postings. It then came back to us via emails and ultimately was executed through a CD we called The Blue Sky Project. We turned these sought after tunes into full-length tracks, compiled them into a CD and made them available digitally on 50+ music download sites including iTunes. This idea of giving back to the consumer was enhanced by donating over half of the purchase price to a charity called MuST which supports music programs in schools.

It's only been six weeks since the launch and while we have not received reported sales, we have received 1000's of thank yous, over 10 million free impressions and generated extensive WOM. What started as traditional advertising led to consumer demand and ultimately, an entirely new media channel.