XM Satellite Radio wanted to develop a sitelet for the new Samsung Helix and Pioneer Inno portable devices. The objectives were to create an experience so cool it’s worth telling friends about, and to dramatize the value proposition for XM Satellite Radio.
The focus of the campaign is that Helix and Inno can record – unlike standard MP3s – the latest music through XM satellite radio connections. They are the hippest way to the planet’s best source of musical discovery — plus it’s easy and fun to use. We came up with the provocative concept of 'the first time' providing a catch phrase that is funny and engaging. The user is stimulated to hear the individual stories that provide the portal to the tutorial for the devices. And of course, everyone remembers their first time!