Main HSM tune was played by the most trendsetting radiostations and DJs endorsed it generating buzz around the movie. We then realised the first music giant outdoor billboard in Italy. The installations–with night & day light effects– played the HSM music tune and appeared in main teenage hotspots. Communication activity was then supported by a focused TV campaign, along with viral mobile and online content teens could download and share with peers.

High School Musical overall TV broadcast reached 13 Million viewers. The soundtrack sold more than 120,000 copies, obtaining the recognition as the best selling music compilation in Italy. Moreover, the film DVD sold more than 220,000 copies. Relevant PR activity was generated, with more than 200 articles.