Freecreditreport.com

The Challenge
Generate positive awareness for the brand and its products amid a storm of media scrutiny.

The Approach
Engage and entertain consumers by tapping the late Ed McMahon (a trusted figure who battled personal finance mishaps) to star in a spoof rap video that delivered brand messages in a unique way. Besides starring as “Ed McGangsta,” McMahon was used for national media interviews.  Note: The video was created for online use only, and received no advertising support.

The Results

• 765 placements in a five-week launch period
• 504 million total impressions
• 95% of coverage positive
• Overall site traffic was up 34% during publicity period (no other marketing support at this time)