Mark Chesnutt's "Savin' The Honky Tonks" album of 2004 gained high critical acclaim from the press. Mark had moved to a small independent label with major distribution, Vivaton Records and this album marked his first release in quite some time.

The radio promotion game is fierce and at the time of his first single release, "I'm A Saint" the music industry was attempting to clean up their own honky tonk-ish illegal promotion schemes known as "payola". This meant the label's promotion department had to work harder than ever to get radio stations to play their songs.

Logic House Media developed and managed the Vivaton Records website and met with radio promotion VP Sheila Shipley-Biddy concerning an online email campaign for Mark's single. We decided to develop and deliver a mass email marketing campaign to radio programmers made up of an HTML email enticing recipients to click, watch and listen to a multimedia piece promoting "I'm A Saint".

When the email recipient clicked on the image (shown here to the right), a web browser window was launched to view the multimedia content.

There were several things to consider with this project.

• The user needed to be enticed within a few seconds after clicking. Attention spans are short and time is scarce, especially when promoting to people at work. Mark performed for Bush's election campaign a couple of days before the promotion and we decided to use a short clip of Bush's comment on Mark to open the scene since politics dominated conversations at the time.

• While the video rolled, we immediately let the viewer know about the new single "I'm a Saint".

•  Mark actually sings a line in the song "I won't ever be the president", so we faded in the music just after Bush's comment while his face was still in the video frame.

• We synchronized scrolling lyrics to accompany the audio and animated image sequence after the video ended, subconsciously reminded viewers about the single with images of the CD single art and album cover.

• We ended the piece with a reminder of the single name, artist name and album name.

The flash file below will play the media content, which was wrapped in record label colors and corporate identity.