David Lynch Foundation: Change Begins Within
Although the Change Begins Within benefit concert had a star-packed bill, including a partial Beatles reunion with Paul McCartney and Ringo Starr, The David Lynch Foundation — a non-profit promoting and teaching Transcendental Meditation to at-risk youth — needed to control the buzz to keep the stories coming out on-message with the true purpose of the benefit show.
Build awareness across multiple celebrity fan verticals in the blogosphere
Build up blogosphere attention, including editorial blogs and traditional media coverage
Develop and deliver strong messaging points for all thought leader outreaches
Highly-targeted outreaches to music, fan and education blogs, including communities for all celebrities and musicians involved in the event built a groundswell of anticipation in the blogosphere. By building on that buzz, coverage then trickled up into top-tier editorial blog and traditional media coverage.
On-site, Transform assembled the best technologies to produce a high-definition streaming video press conference featuring David Lynch, Paul McCartney and other artists, as well as experts on meditation and education and promoted it throughout the blogosphere. The press conference, one day prior to the event, was viewed by 250,000 people.
The outreach achieved, in just a month, a total reach of nearly 92 million and over $250,000 in media coverage. Key placements included:
USA Today’s POPWATCH
EW’s PopWatch Blog
Wired’s UNDERWIRE Blog
MTV Online News
Rolling Stone Rock and Roll Daily Blog