The first specific example of the week that I'd like to present is a campaign that was created by Alan Taylor Communications. This New York City agency specializes in sports and lifestyle promotions and also does a fair share of traditional PR and media relations services. ATC is an atypical agency in that they are rarely an the agency of record for their clients such as Master Card, Gillette, Diageo, Reebok, Pacific Life, and others. Outlined below is a campaign done by the agency for Microsoft's XBox.

XBox's Challenge:Strengthen the position of Xbox Live as the online gaming service of choice among athletes and sports gamers
Cultivate sports gamers with unique and compelling Xbox Live programming

ATC’s Solution:Execute a series of six “Game with Fame,” events where sports celebrities play Xbox consumers online.
Utilize athletes who are known gamers, including Buffalo Bills running back Willis McGahee and NASCAR Rookie of the Year candidate Kyle Busch.
Target sports and lifestyle media outlets, message boards and gaming enthusiast websites to generate awareness and drive consumer participation.
Build further awareness within the Xbox community by having a presence on Xbox.com and in the monthly newsletter.

Business Building Results:Secured media coverage with national outlets including: Associated Press, USA Today, ESPNews and FOX Sports’ Best "Damn Sports Show."
An average of more than 1,200 Xbox Live subscribers logged on to play an athlete during each of the six sports-themed “Game with Fame” sessions.
In its first full year, Xbox Live “Game with Fame” has gained recognition among both gaming and sports media as THE premier way to interact with the biggest names in sports and entertainment through gaming.

Bret Werner, Managing Partner at Alan Taylor Communications, shared this case study with us and will be posting commentary this week here on IAOCblog.

Your comments are welcome. Tomorrow, we'll look at how several industry-leading ski resort companies are using the Internet to drive traffic to the slopes during the Winter season.