Goal: build awareness around ON Networks as a new player in the digital content space and drive consumer views/downloads of ON’s original, short-form videos.

Strategy: leverage consumer and media frenzy around 2007 iPhone launch to promote download of ON’s video content via iTunes; hire street teams in six US cities to hand out ON Networks’ show promos to consumers lined up in front of ATT and Apple stores; announce availability of ON Networks’ high-definition TV shows for iPhone, iPod and Apple TV.

Results: widespread national coverage resulted in top-tier trade, business and consumer publications and blogs including Variety, Television Week, Adweek, NewTeeVee, CinemaTech and InternetNews.com, among others.

Click below to see sample press coverage