Sirius Site: Viral Ad, Bikinis For Stern Fans | Adweek
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Sirius Site: Viral Ad, Bikinis For Stern Fans

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For Howard Stern fans who can't wait for his Sirius satellite radio debut on Jan. 9, a Web site launched last week that allows them to tour the 20,000-square-foot studio complex the company is building for him in New York.

The site, howardsternstudio.com, was built by Digit in New York, which opened in October as the U.S. branch of the WPP Group agency in London.

The site, which launched Dec. 8, uses a combination of streaming video and 3D content to create the tour. In the trademark style of the self-proclaimed "King of all Media," the tour is led by bikini-clad women.

"This is really right up the alley of Howard's fans," Betka said.

By pointing the mouse at different areas, people can enter the studio, Stern's office, the interns' room—which is also filled with bikini-clad women—and even a closet. In a viral twist, other areas are not accessible until visitors forward the link to the site to other people. The more a person forwards the link, the more areas that person can visit.

"The more you share, the more opens for you," Tripas said. "You can sit in (Stern and his staffs') chairs before they can."

The site is being promoted solely by e-mail, and hundreds of thousands of fans received e-mails about it last week, Betka said. Print and outdoor ads began appearing Nov. 18 and Dec. 1, respectively. TV spots are scheduled to begin by the end of the year. Sirius did not disclose its ad spend on the campaign.

Sirius said it chose Digit based on a previous relationship between the shop's president, Rob Tripas, and the company's vp of interactive, Jennifer Betka. The two worked together when Tripas was an executive producer of interactive at Crispin Porter + Bogusky in Miami and Betka was with AOL.