ARTIST: THE PRETENDERS What We Are Doing: Site Build, Social Build, Marketing and Database Management for most recent release, "Break up the Concrete" Website: www.thepretenders.com Mission Example: To break out and do something viral around the single, "Boots of Chinese Plastic". We took Chrissie's passion for PETA along with the viral power of You Tube, a push from Apple QuickTime and a dash of Celebrity and created a fan video contest that went as far as to get entries from the likes of Rosanna Arquette, Pam Anderson, Nina Hagan, Corey Feldman and loads of Pretenders fans. Results were massive and the press picked up on it helping to fuel the fire. Check out the winning video: http://www.youtube.com/user/officialpretenders We also launched the record via a massive multi web count down giving a track from the record away as an MP3 each week prior to release building huge awareness for the new album. Partners included, Yahoo, AOL, CNET, VH1, Apple, MSN, CMT, Clear Channel, CBS Radio and many others.          Highlights also include: iTunes Originals iTunes Holiday EP Rhapsody Artist of the Week Garage Band Remix Challenge Fender Artist Spotlight Windows Media Artist of the Month Targeted Online ad buy to support promotions listed above.