In anticipation of the forthcoming debut single ‘I Know U Like Me’, from Mr Skillz and his Crazy Girls, EMI Music UK label, EMI Liberty, today launches a multi-channel campaign with interactive website and WAP site.

Andy Way, Digital Media Manager for EMI Liberty, explains, “We have created a cross-platform campaign with a strong viral element, to appeal to a young fan-base. The interactive website enables fans to interact online. However, as we will be attracting a young audience, all submissions to the site will be strictly moderated at all times.”

The interactive website, designed with the target demographic in mind, incorporates a Cootie Catcher (old-school origami game), which can be downloaded and taken to school for playground fun, and a picture gallery enabling fans to interact with friends online. Fans can also watch video footage of the new Mr Skillz single, download wallpapers and catch up on the latest news on band member’s blogs.

The online gallery allows fans to send pictures of themselves to the website, along with the e-mail address of someone they like. EMI Liberty, who will ensure all images are strictly moderated, will then upload the photo to an image wall and send an e-mail to the lucky recipient. Guests can then visit the gallery to see if they recognise the secret friend who fancies them.

The Mr Skillz WAP site also incorporates viral elements, including a ‘send to a friend’ function whereby fans can Bluetooth six different free animated gifs to their friends, including ‘I know U like me’, ‘U think I’m sexy’ and ‘No I don’t’; driving new traffic back to the site. The WAP site also enables fans to purchase mobile ring tones, download wallpapers, and put themselves forward for the title of ‘honorary crazy girl of the week’.

Appealing to a pre-teen audience, the catchy urban-pop sound of Mr Skillz and his Crazy Girls is already a hit in the clubs and was the highest new entry into the Music Week Urban Club chart on the 9th October. As part of EMI Liberty’s campaign, a strong presence on MySpace, and exclusive video footage of the new single posted on Bebo has helped to raise awareness of the band and drive traffic to the website. In the first two weeks Mr Skillz has already had 31,000 homepage views on Bebo and 2,287 of these have added the music video to their homepage.

Andy Way continues, “Social media sites offer the perfect platform to tap into a targeted fan base, ensuring a loyal following which we can further motivate upon release.”

Combining both online and traditional media channels, EMI Liberty’s integrated marketing campaign will also support and promote National Music Week for schools.

Mr Skillz and his Crazy Girls release their debut single ‘I know U like me’ for EMI Liberty on the 16th January.

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Notes to editor:

The Mr Skillz website was designed by Ward 404

The Mr Skillz services and WAP site were developed and built by New-Visions

About EMI Music UK label, EMI Liberty …

EMI Liberty is part of the EMI Marketing group of labels that handles new artist releases. A diverse and exciting range of artists have released music on Liberty from Cliff Richard to The Stranglers, Ray Charles to Prefab Sprout and The Bangles to Swing Out Sister. The label has a dedicated Digital Media Manager responsible for developing artist specific new media opportunities, promotions and web presence, working with brand, online and mobile organisations.


Charley Hayes
immediate future Ltd
0845 408 2031

Published on: 12:00AM on 23rd October 2006