I led the creative development of a bicoastal website brand-building campaign for APBnews.com — a site dedicated to crime and justice content. Included in the work: TV, print, DM, interactive and guerrilla marketing. I authored the campaign theme line: “APBnews.com — you have the right to know.” I created and executed guerrilla marketing tactics including in-street handouts of wrapped candy in select cities. Candy was wrapped with the APBnews.com logo on the outside. On the inside, the wrapper carried the message: “You have just accepted candy from a stranger.” Handout tactic was picked up by TV news reports. Advertising increased unique visits by 32% during the campaign, meeting the projected goal of over 900,000 hits per month.