Customized Movie Group
This was the first group that we sold on the site, leading into this product becoming our biggest custom revenue source. When approached by Universal about doing an integrated ad buy on BlackPlanet, they wanted something engaging and at the time we just launched groups on the site. While Product Development didn't involve us (the Client Solutions Group) in the development process, I figured out a way to utilize the groups to best meet their objectives. I also wanted something that could outlive the campaign, thus I created the Horror Films Group, which has played host to many more campaigns down the line. The group didn't just force Dead Silence branding on them, it was populated with topics open to the whole horror genre, allowing members to get excited about the genre and the Dead Silence branding encouraged action.
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