winfreetickets.com
10x
direct traffic

A database company that identified people's music tastes before they had told anyone, with no audience, no search presence and a launch date.

First, don't buy attention the way every other launch did; make the audience lean in. Second, put the whole budget behind one idea and measure it against the only thing that mattered, people arriving at the site on their own.

One national thirty-second spot. The screen went dark for twelve of those seconds, as if the station had lost signal. Then the URL, white on black, and one line: our efforts go into you, not our advertising.

Direct traffic rose nearly ten times against the same period the year before. Stations pulled the spot because viewers were changing the channel thinking it had gone off air and the advertisers behind us were not being seen. Live Nation bought the company.