Promotions Group West’s In House Creative group created a 12-week viral marketing campaign to expose Kira Plastinina to thousands of fresh new consumers. Elements included re-branding Kira’s MySpace profile; designing a “Kira Plastinina’s Fashion Life” iTunes podcast; creating a downloadable Kira widget; spreading pervasive online viral buzz using our dedicated viral team; seeding candid video clips on video-sharing and social networking sites; and securing premium editorial coverage.

The campaign enabled Kira’s upcoming MTV special to be widely promoted via MySpace, viral chat and podcast. Kira’s MySpace exploded in popularity, her podcast was featured 5 times on the home page of iTunes, and her videos made it to the front page of video sharing sites. Her American fan base became firmly established, and when the MTV special aired, it reached an audience already familiar with Kira as a relevant brand and face. Promotion headed by PGW/IHC and CEO Russ Jones.