CooperKatz launched flip.com, a Web site geared towards teenage girls and created by CondéNet, the online division of Condé Nast Publications (now Condé Nast Digital).
At the heart of flip was the flipbook – a customizable, multi-media photo/video/audio scrapbook that girls could make and share with their friends.
To generate early buzz among teen girls during the beta phase of the launch, CooperKatz targeted a select group of influential bloggers and encouraged them to test the site, create flipbooks, join clubs and write about their flip experience before the site officially launched.
To sustain blogger interest, the team then created ‘flip alerts,’ which highlighted unique flipbooks, contests and themed activities on flip. In addition, we closely monitored trends emerging from the site, such as the significant increase of flipbooks created during American Idol’s broadcasts. As a result of these efforts, more than 60 blogs posted about flip during the launch period, including such influential voices as YPulse, Mashable and Tech Crunch, among others.