Pussycat Dolls’ Marketing Plan Shows Just How Far Interscope Will Go To Make People Care About Nicole Scherzinger
A Pussycat Dolls fansite got its hands on what appears to be a North American marketing plan for the group’s next album, Doll Domination, and it’s somewhat interesting reading, if only because it shows how major record labels can, when they’re arsed to, flex their muscle enough to force marginally talented, scantily clad women into every nook and cranny of the public sphere: gym commercials, video games, airplane entertainment, Maxim. Of special note to certain Idolator readers is the claim that the five ladies are going to adorn the cover of the next Blender, a little less than a year after the mag took a crack at making people believe lead Doll Nicole Scherzinger’s solo career was worth paying attention to. Anyway, your list of media outlets and public places to approach with caution after the jump.
Overview: Grammy-nominated pop superstars The Pussycat Dolls are giving the world fair warning…it’s time for global domination. On September 23, 2008, Nicole, Ashley, Jessica, Melody and Kimberly will release their sophomore album, Doll Domination, the follow-up to PCD, the international smash and 3 X platinum in Canada album that announced their arrival. On Doll Domination The Pussycat Dolls collaborate with the hottest producers in music: Timbaland, Cee-Lo and Sean Garrett (among others). The album’s first single, the Rodney Jerkins-produced “When I Grow Up” is exploding globally.
Radio: “When I Grow Up” is a Top 5 CHR single across Canada and in the U.S.
Video: “When I Grow Up” has been in heavy rotation at Much, Much More and Musique Plus since release.
Marketing: Heavy cross marketing with Girlicious and Lady Gaga. Stand alone marketing has begun at Summer Rush Toronto and Halifax as well as Backstreet Boy tour dates. Female lifestyle marketing being put into place as well as extensive retail, outdoor, TV, radio, theatre web, mobile and club promotions and advertising plans are being put into place. PCD also have U.S. tie ins with Bally Fitness, Nike, Pontiac Vibe and Maxim, all of which are spilling into Canada.
Tour: A 60 date North American tour is in the works for early 09 that will extend into Canada on two legs.
New Media: Pcdmusic.com is the home for the latest happenings including 4 webisodes on PCD TV. There will be major online launch events and contesting to be put into place around launch.
The track “When I Grow Up” will be featured in the movie “I Know What Boys Like” and the new Dance Dance Revolution game, out October 2008.
The Bally’s Total fitness TV campaign will be running throughout the summer and the music video “When I Grow Up” featured on all domestic Virgin America flights from August 15th-September 15th.
Also don’t miss these following magazine interviews and covers! – Summer music preview blurbs coming in Entertainment Weekly – On the cover of Blender in September along with an interview – Rolling Stone – USA Today – AP – Reuters – Women’s Wear Daily – Interview with Latina Magazine featuring Melody
TV appearances – Today Show on August 29th – Performing on Fashion Rocks on September 9th – Performing on The View on September 17th – Appearance on Regis and Kelly
All that TV, and it doesn’t even mention the Video Music Awards? Yikes.