The Voice is the anti-American Idol. Idol is about the spectacle and stunts – The Voice is about finding true vocal talent. The goal of the campaign was to drive home this key point of differentiation and create awareness of the show amongst the core Adults 18-49 TV rating.To craft the anti-American Idol media plan, we found opportunities that were music and talent centric, and stayed away from comparisons to, and content about, American Idol.We surrounded premium music destinations, utilizing integrations and heavy video. We hit users with The Voice messaging as they watched a music video, searched for a new artist or band, or streamed their favorite radio station.As music is extremely social, we tapped into publisher social extensions, activating hardcore music enthusiasts to talk about The Voice and help spread the buzz.

• Our campaign delivered 32.9MM completed video views.•#TheVoice became a top trending topic on twitter without any paid support.•All this culminated in the highest Adults 18-49 rating for any series premiere across all broadcast channels for the 2010-2011 season. Moreover the premiere, was the #1 show of the night against the target demo, beating the Lady Gaga episode of Glee