We used a combination of online media and carefully planned word-of-mouth to promote the event. The night before the event, we distributed a press release to music-focused and NYC media outlets. We also seeded news about the event on Oasis fan sites. All mentions of the event included a link to the NYC & Company website where we posted a google map with the locations throughout the city where the street musicians would be performing. While the musicians were performing, we handed out flyers encouraging observers to capture their own content to upload to the Youtube and Flickr pages we created. To further create interest in the event, that afternoon we posted footage of the morning’s rehearsal with Oasis and the street musicians on the NYC & Company website. Lastly, we premiered the full documentary on the Myspace network to give the “Dig Out Your Soul” album an added push.

The event received world-wide press coverage, twice. The content captured by fans garnered 200,000 views on YouTube, Flickr and the NYC website. Then, the documentary premiered internationally on the MySpace Network. The documentary gained over 520,000 views and a second wave of global press coverage. “Dig Out Your Soul” became the first US top ten album for Oasis in ten years.