For Jill Scott’s The Real Thing site, we took the approach of using an effective format that would allow us to keep information fresh, cool, and up to the date. Instead of creating a completely flash-driven site we decided to use a blog format that would keep visitors entertained, informed, and allowed them to interact with the label, her management and most importantly…for the fans.

Don’t Hate Campaign

The Teaser Campaign was titled “Don’t Hate” which was a spin off her lead single from the album, “Hate On Me”. “Hate On Me” evolved from Jill reading comments on a blog site of fans jealouse and envious of her fame and success. So the campaign “Don’t Hate” was the perfect idea that was truly original and unused.

For the campaign we used tracked banners which not only allowed us to see how many people were posting the banners on their myspace page, but was also paired as an incentive contest with the prize of securing Top 8 position on her myspace page. Because most of the fans are pretty loyal to Jill, the effort was really easy and came natural.