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Universal Records

Location
New York City

Date
Summer 2012

Challenge:

To raise consciousness for We the Best, Cash Money Records Artist DJ Khaled’s latest album titled “Kiss the Ring”

Solution

PMI organized a Grassroots promotional campaign. Our experienced “Street Team” covered the city to raise awareness for the popular YMCMB team member. Thousands of post card fliers were distributed as well as hundreds of posters and T-shirts. The team engaged and informed consumers in high foot traffic areas around the city and promoted the

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album release in accord with DJ Khaled’s appearances throughout New York.

Result
The Grassroots program by PMI reached nearly 3 million consumers and assisted in the success of Khaled’s album.

  • The album debut at #4, on the US Billboard 200, selling 41,000 copies in its first week.
  • “Kiss The Ring” climbed to #3 on Top R&B/Hip-Hop Albums.
  • “Kiss the Ring” surpassed 100,000 copies sold in less than a month.
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