Rapper, record producer, actor and entrepreneur – Diddy can now add direct channel services to his conglomerate enterprise. With the recent launch of his television service Revolt TV, backed by industry giant Time Warner Cable, Diddy has proved being an iconic rapper can land you more than a clothing line and a few Hollywood gigs.
Now not to sound like a hater, I respect the success Diddy’s career has brought him, but the launch of Revolt TV leaves me questioning how this channel will differ from other pop culture networks like BET and MTV. What consequences or benefits will come from this new TV platform? With the catchphrase, “Revolt TV is a new music network from Sean Combs dedicated to the creators of this generation,” to some it may sound like an inspirational slogan for artistic youth empowerment, but from what I understand it’s really just an advertisement for a new and improved BET (with hopefully less commercials).
The network is promoting the ‘We want you’ attraction to its viewers, noting that everyday folks can have a chance to be a part of building the Revolt experience. You can submit answers to a quick questionnaire online, allowing opportunity in positions ranging from on air talent to social media and graphic art. The idea is to enlist diverse talents to help programme, curate and produce the supposed community friendly network.
Yet on the site there is no real definition or explanation for how Revolt is supposed to be the newest cultural phenomena to hit viewers. The closest you can get to learning more about the TV network is to send an email to the contact info provided on the site!
So I wonder, will Revolt go down in music history as a revolutionary platform for aspiring as well as established artists to produce genuine art? Will it hold true to its idea of community roots and youth engagement or just fall into the bland routine of the commercial bubble gum industry notorious with MTV & BET?
Just an end note, does this also mean a new alias is in order for the mogul that is Sean Combs? I remember when he was good ol’ Puff Daddy, then P.Diddy came along and I think he now goes by Diddy… It kind of makes you wonder how he will reinvent himself with the newest chapter in his commercial success.
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Hey Tim, Jeff and Andy, I really enjoyed your article. Great stuff. Thank you.LikeLike
You are certainly wrong. Over the course of previous year I worked as a freelance developer on dozens of projects based on Harry’s prelaunchr, and most of them managed to gather more than few thousands of real emails without spending much money on marketing.LikeLike
Does anyone know of a WordPress app that can run the same type of referral contest?LikeLike
It’s who you know!LikeLike
Great post! The links to the engineering teams explanation of the code do not work however. Would love to see that!LikeLike
You are certainly wrong. Over the course of previous year I worked as a freelance developer on dozens of projects based on Harry’s prelaunchr, and most of them managed to gather more than few thousands of real emails without spending much money on marketing.LikeLike
See some advertising professional question, did you scan web for keywords, or you find article first?LikeLike
Great article….a LIST is worth GOLD!LikeLike
Great post! The links to the engineering teams explanation of the code do not work however. Would love to see that!LikeLike
As someone who has worked in email marketing for a decade I can tell you with absolute certainty that Harry’s problems are just beginning and I’d urge any business to research much more widely before embarking on a viral campaign like this with email.Rapid list growth like this becomes a nightmare for on-going engagement once the initial “FREE STUFF!” campaign ends. Expectations are now sky-high. The churn rate on the subscriber list could burn your sender reputation unless engagement is sustained, relevant, and meaningful. This could mean that email delivery becomes much slower (higher deferrals), inbox placement suffers (we live in the age of the priority inbox and smart sweeping), and you burn through your SendGrid IPs and get your account closed. Future marketing via an email channel is going to suffer.This campaign also teeters on the very edge of what is legal. In the EU, for example, this kind of viral campaign is incredibly close to looking like a dodge of the prior consent rule. In the eyes of the UK’s ICO, the “instigator” of the message is not the 3rd party — it’s Harry’s. Therefore Harry’s are responsible for any malicious act resulting from this campaign and any distress it caused people who did not welcome receiving the viral email. I also hope that Harry’s were very clear in the management of the data. The email addresses of the forwarded contacts are not owned by them and they do not have consent for further marketing activities without an explicit opt-in. Or double opt-in as they’re US-based.LikeLike
thanks for this great article. I use a similar technique collecting mailing adresses. The hints to avoid fraud are champion.LikeLike
This is just what I needed! thank you guys! I recently moved and relaunched my blog from one domain to a brand spanking new .uk one which am really happy about!At the moment I am writing an eBook on blogging and the technical aspects of it and was thinking of selling it for say $15 or so! I had thought about giving away the first few chapters for free for a signup.I had just set up mandrill and mailpoet together and just set up a simple subscribe form in my sidebar with an image of my new upcoming book that would take the user to my download page for the first three chapters.However the more I think of It the more I think I should set it up like this with a subdomain spashpage! And offer my complete book to people who refer 5 signups!Many thanks for the inspiration! I will be sure to let you know how it went!– Phillip DewsLikeLike
Every campaign deserves a well-thought out approach that covers all the holes and ensures everything runs smoothly. Great insight regarding scalability and growth of consumer products. I imagine there is a different technique to engage other industries such as B2BLikeLike
Brilliant. Bookmarked. I plan on reading this over and over… (like many of posts from this blog)LikeLike
Great case study! It would be even more interesting to see the numbers and the values of the orders. But I could understand that this data is not to go public.Best RegardsLikeLike
Are you kidding me? I have bought $97 ebooks and sat through $5000 internet marketing boot camps that had more fat and less meat than that juicy article!My BIG takeaway? Both Harry’s and FHWW grew the exact same way…word of mouth. When you create something epic, with some social sizzle something magical happens.Saying thank you for this article isn’t enough…must…share…with…friends!LikeLike
This was killer Tim! Thanks for sharing it bro.LikeLike
See some advertising professional question, did you scan web for keywords, or you find article first?LikeLike
how about with floral ideas? how can i grow my subcribers?LikeLike
In order to identify and block fake email addresses you can use one of the approaches which I used on various prelaunch websites:1. Limit the number of signups from the same IP address. If you don’t do it, then you can be sure that more than 50-70 of all submitted emails will be unreal😦2. Ask users to confirm their email addresses by sending them confirmation links.3. For each winner you can calculate these metrics:– Average number of referrals of winner’s referrals. Let’s say if some bad guy submitted 10 fake emails, then his “main” email will have 10 referrals, but all his fake emails will have ~ 0 referrals. So, average number will be close to 0.– Average time difference between winner’s signup and signups of his referrals. I suppose that this number will be really small for fraudulent accounts, because nobody will want to wait a couple of hours in order to submit a lot of fake emails.– Percentage of winner’s referrals whose IP addresses belong to the same country as IP address of the winner.Of course, to get better results you need to somehow combine all above-mentioned approaches.LikeLike
Bravo on your execution! We’ve been experimenting with email marketing in the legal space and have had some recent successes. I’m always interested in learning about successful marketing campaigns. Thanks Tim.LikeLike
This is an amazing case study. A couple of things I wanted to point out.1. The virality achieved was amazing, but still wasn’t the “hockey stick” style that people seem to expect… no matter how unrealistic the expectation is. Having 77 of the leads come from sharing though… is great. It’s probably because:2. The lowest level goals felt achievable. Getting 5 people to do something for a reward feels very plausible for most people. Having the stepped goals gave everyone something they could look forward to, but still provided fuel for:3. The influencers at the high end feeling like their efforts were worthwhile. It provided something for them to look forward to.Because they weren’t getting > 1 people signed up for every single signup they still had to do a LOT of work to market their idea and get the word out.They were willing to give away a lot. Some people don’t make the awards worthwhile. Giving away product to 3,000 people is not cheap… but probably cheaper than if they’d had to replace all the referrals with purchased traffic.[Moderator: link removed]Thanks,Josh Ledgard[Moderator: link removed]LikeLike
A small technical quip. Not having an SSL certificate does not mean that data transferred to or from your server is not encrypted. Instead what it means is that an outside authority has not vouched for the fact that you actually are who you say you are. The implication being that someone sending an email to her server would still be sending an encrypted message, it’s just that they might be sending it to someone posing as her server. In all honesty, SSL certificates aren’t a very rigorous way of enforcing online identities – and cheap ones can be bought for ~50$ per year, and they check your identity by essentially just sending you an email. But I want to make it clear that I still believe, from a technical perspective, that categorizing her server as “amateur hour” is 100 correct, and that not having an SSL certificate at the level of the secretary of state is utterly ridiculous, and a strong indication that this server was remarkably poorly implemented. SSL certificates are literally server 101 type stuff. And for fucks sake, you can buy one for 50 bucks.LikeLike
Great post! Jeff – If I may ask, who is your distribution partner?LikeLike
Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care
Guys,Love this write-up. One thing I noticed in the copy that two links are missing.In this paragraph you have the following text:>>When a referral—say, a friend of that first user—comes to the site using a unique link, we save it as a cookie we can use to find the email address responsible for the referral. For the engineers out there, you can see our engineering team’s explanation of the code here. As for the code itself, check it out here.Yet both of the links that say “here” and “here” are not linked. Would love to see those links. I know that the code itself was linked above by Tim in the sidenote, the Github link…but the explanation by the engineering team was not – unless it is further down in the article, which I haven’t finished reading yet. So if it is, I apologize in advanceLikeLike
Great results with 100k emails in 7 days but it’s not the quantity but quality of emails that really matters. 10k quality emails could convert to more sales than 100k emails of mostly people who aren’t interested in the product. 1) Were these quality emails or people that mostly just wanted free stuff?2) How much did the campaign earn? “For example, some of our friends could reach entire companies. We’d ask people individually share Harry’s with their teams.” Most people don’t have access to CEOs. So I’m curious 3) How many companies were reached?4) How Big were they?.” These were largely people who were close to us with large followings or access to companies that sent out blasts on our behalf.5) How large were the followings? 50k 100k or more?6) How large were the company blasts?Tim, please tell us the answers.I would like to think the average person could get similar results by following this strategy but until we have the answers to these questions we won’t know if the average person would be lucky to get 100 emails or less in a week following this same plan..Until we have these answers (although it looks like a detailed plan of action to get approximately 100k emails in a week) it’s really just another general article that offers us potentially false hope.The title to this article makes it sound like you just plug in to the strategy and WALLA you have the magic recipe onHow to Gather 100,000 Emails in One Week (Includes Successful Templates, Code, Everything You Need)I really hope it is a real recipe for the average person with less resources and connections to get similar results. Please show us.LikeLike
Great post! Jeff – If I may ask, who is your distribution partner?LikeLike
Kudos for the transparency, great to read the reasoning behind your decisions, even down to the details in the copywriting. Just lost about 15 minutes browsing your site, ‘Five O’ Clock’ magazine, and social media profiles.. the branding is fantastic, there’s a consistent polish to everything.Now just wish I was American so I could apply for your designer vacancy in NY!LikeLike
This is an amazing case study. A couple of things I wanted to point out.1. The virality achieved was amazing, but still wasn’t the “hockey stick” style that people seem to expect… no matter how unrealistic the expectation is. Having 77 of the leads come from sharing though… is great. It’s probably because:2. The lowest level goals felt achievable. Getting 5 people to do something for a reward feels very plausible for most people. Having the stepped goals gave everyone something they could look forward to, but still provided fuel for:3. The influencers at the high end feeling like their efforts were worthwhile. It provided something for them to look forward to.Because they weren’t getting > 1 people signed up for every single signup they still had to do a LOT of work to market their idea and get the word out.They were willing to give away a lot. Some people don’t make the awards worthwhile. Giving away product to 3,000 people is not cheap… but probably cheaper than if they’d had to replace all the referrals with purchased traffic.[Moderator: link removed]Thanks,Josh Ledgard[Moderator: link removed]LikeLike
Brilliant Insights. M going to use couple of insights while launching my product!!LikeLike
Tim, I’m curious. What was the sales rate, if any, from the launch, from the 100k in email collected. Is that info available.LikeLike
Hey Tim, Jeff and Andy, I really enjoyed your article. Great stuff. Thank you.LikeLike
Do we have an update now that Princess has been interviews by the FBI?LikeLike
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Wow guys! This is amazing! We’re just about to launch our new product (a sneaker discovery platform) and are using this to a build up our email database beforehand. By any chance would you be able to share with us the open and click through rate from the email list you generated? Also, if it’s not too personal the cost of the prizes that you gave away? We’re trying to work out how we can make this as cost effective for us as possible.LikeLike
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Brilliant Insights. M going to use couple of insights while launching my product!!LikeLike
In order to identify and block fake email addresses you can use one of the approaches which I used on various prelaunch websites:1. Limit the number of signups from the same IP address. If you don’t do it, then you can be sure that more than 50-70 of all submitted emails will be unreal😦2. Ask users to confirm their email addresses by sending them confirmation links.3. For each winner you can calculate these metrics:– Average number of referrals of winner’s referrals. Let’s say if some bad guy submitted 10 fake emails, then his “main” email will have 10 referrals, but all his fake emails will have ~ 0 referrals. So, average number will be close to 0.– Average time difference between winner’s signup and signups of his referrals. I suppose that this number will be really small for fraudulent accounts, because nobody will want to wait a couple of hours in order to submit a lot of fake emails.– Percentage of winner’s referrals whose IP addresses belong to the same country as IP address of the winner.Of course, to get better results you need to somehow combine all above-mentioned approaches.LikeLike
Looks great – thanks you guys! Hope to put some of this to use in building my band’s audience – job #1 for any independent musician. Any tips on how creative types might specificially adapt some of what you did?LikeLike
Would have been good to see this article before we launched our product. But still very helpful. ThanksLikeLike
Awesome thank you! I look forward to implementing these ideas. Ill let you know how it goes!!!LikeLike
Looks great – thanks you guys! Hope to put some of this to use in building my band’s audience – job #1 for any independent musician. Any tips on how creative types might specificially adapt some of what you did?LikeLike
Awesome thank you! I look forward to implementing these ideas. Ill let you know how it goes!!!LikeLike
Wow guys! This is amazing! We’re just about to launch our new product (a sneaker discovery platform) and are using this to a build up our email database beforehand. By any chance would you be able to share with us the open and click through rate from the email list you generated? Also, if it’s not too personal the cost of the prizes that you gave away? We’re trying to work out how we can make this as cost effective for us as possible.LikeLike
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First of all, thank you for contributing this article (and to Tim Ferriss for posting it). I found it very helpful.Because I am always curious as to the other factors involved, would you be willing to elaborate on any other advertising you used during the pre-launch phase? You mentioned no PR push (which is interested and runs counter to a lot of advice you see coming out of YC and other startup advisors, although understandably also counter to you “ground-up” referral campaign). Still, really no Google AdWords, no social ads, no AdRoll or similar? Thanks again for writing this article. ~Elizabeth ChabeCEO, High Touch CoursesLikeLike
great post. i read it a while ago and now i’m actually about to execute something similar. i wonder how do you guarantee the quality of the email addresses provided?LikeLike
We released a WordPress plugin based off a very similar method a couple of weeks ago and have had similar results.. one user collected over 300,000 from a single prize launched with only one email blast and one tweet – the webpage wasn’t even configured with any images or design. As this article mentions in the last paragraph it’s hard to attribute success to a specific variable and replicating it is very much a guessing game. It’s clear these guys put in a lot of work to ensure a successful campaign which likely attributed to the success.From my own personal observations of a number of similar campaigns recently the key is getting enough momentum to create a tsunami – it’s like a small wave in the ocean that gathers more and more momentum until it’s being shared every 30 seconds for 7-10 days straight.. but like a wave if it dies off before it becomes a tsunami then results may not turn into a life changing event.. but it’s still one of the fastest ways to grow a list!LikeLike
Implemented the strategy in my App site in less than a night. Awesome! Thanks Tim![Moderator: Link removed]LikeLike
Implemented the strategy in my App site in less than a night. Awesome! Thanks Tim![Moderator: Link removed]LikeLike
Do you have proof of that? Would be pretty eye opening to see that their success was mainly due to the expensive pressLikeLike
Yes, i realized that tooLikeLike
We released a WordPress plugin based off a very similar method a couple of weeks ago and have had similar results.. one user collected over 300,000 from a single prize launched with only one email blast and one tweet – the webpage wasn’t even configured with any images or design. As this article mentions in the last paragraph it’s hard to attribute success to a specific variable and replicating it is very much a guessing game. It’s clear these guys put in a lot of work to ensure a successful campaign which likely attributed to the success.From my own personal observations of a number of similar campaigns recently the key is getting enough momentum to create a tsunami – it’s like a small wave in the ocean that gathers more and more momentum until it’s being shared every 30 seconds for 7-10 days straight.. but like a wave if it dies off before it becomes a tsunami then results may not turn into a life changing event.. but it’s still one of the fastest ways to grow a list!LikeLike
Wow! What a long explanation! However, Clinton has not been interviewed by the FBI and no indictment has been issued at this time. It is the end of June. Maybe she has done all these things, and maybe not. My only question is: if Clinton is not indicted or later convicted, are you willing to do another very long apology piece, and leave this profession in shame? Put your money where your mouth is; otherwise, you are just a conspiracy nut.LikeLike
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