Sears needed to improve its image in the African-American market. As a result, Sears signed on to be the musical tour sponsor of African-American singing sensation, Brian McKnight. This sponsorship was leveraged a variety of ways including this entry - an exclusive Brian McKnight mini-site on sears.com. The site was launched September 10, 2001 and was active until the end of his concert tour in December.The site is extremely interactive, allowing visitors to view a video greeting from Brian, the chance to hear samples of his music, track his tour, view behind the scenes photos, order his CD and more. There was even an online chat with Mr McKnight. The site enabled fans to get up close and personal with their favourite entertainer.By the end of the concert series, Sears image among African-Americans had risen nationally. The website was visited by over twenty thousand fans.