For this project, I was heavily involved in media list building, pitching, follow up and live events.

The Big Idea

The campaign revolved around a hero video celebrating Easter, encouraging people to visit Mormon.org. We promoted a complimentary video which pointed people to the hero video, a collaborative piece using user-generated content of over 2,500 people singing the Hallelujah Chorus:

We were tasked with both getting people to contribute as well as promoting the finished product.

Lists and Pitching
We did a large round of personalized pitching, which gained lots of local coverage. We wanted to expand to other publications, and with limited time, used Cision and Meltwater to create lists of relevant media contacts.

Ah, the joys of list building.

Our pitch for digital media writers:

For classical music and choral writers:

Live Event
To organically create buzz about the event we went to BYU, the heart of our target demographic, to set up simple recording booths to get students to participate. With BYU’s famous mint brownies as incentive, we recruited hundreds of submissions over two days on campus. I headed up much of the logistics, including reserving space, catering, setup and rentals. I also helped with recruiting and sign ups.

Coverage
We were very pleased with the amount of coverage we got before, during and after the event.

Note: Youtube views is not accurate here. Total views on the Hallelujah Chorus video is approximately 800K.

National Coverage

[Click on images to see full stories]

Local Broadcast

Other Local

Strategic Mormon Media Outlets

Classical Music Outlets and Miscellaneous

For full coverage, email me and I can go into more depth.