We created a VIP fan club through MySpace (www.myspace.com/vip) and invited people to join through messages placed in existing SingStar social networks.We rewarded our first members with exclusive access to the opening nights of the SingStar Studios. Our Studios in London, Manchester and at the O2 were beautifully constructed free venues. Each venue hosted make-up artists, dance and flirting workshops, stylists, costume wardrobes and 3 individually designed singing ‘pods’ (‘Bling’, ‘Legends’ and ‘Pop’) . Slots were booked through the MySpace fan club for up to 8 people (allowing fans to invite their friends).Further invites went out in celebrity magazines and celebrity websites. Radio promotions, web PR and social network seeding created buzz by offering VIP Studio treatment including limos, champagne, and hotels. Studio staff and guests posted videos and photos on MySpace and our flickr site and we amplified the glitz and glamour through ‘celebrity/gossip’ style advertorials.

We filled every club everyday and brought the SingStar experience to 21,650 people. Word of mouth reached a further 310,000. The MySpace community now has over 2,000 friends with hundreds of blog entries offering amazing feedback. And we sold a staggering 235,392 SingStar units in just 3 months.