Coinciding with the release of its Yahoo! Music Unlimited, Yahoo! is launching an integrated marketing campaign that promotes the music offering in a unique way that captures the spirit and originality of the Yahoo! brand. Music fans have been helping the company test the service since 5/11, when a beta version was made available. With Yahoo! Music Unlimited, users get the opportunity to play music from a catalog of more than one million songs, transfer tracks to portable devices and share music with other subscribers through Yahoo! Messenger.

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The effort will use online, television, radio, outdoor, wildpostings, guerilla and influencer marketing. The campaign, from agencies Soho Square and OgilvyOne, San Francisco, features Mini-Pop Stars, minutely drawn detailed depictions of well-known musicians, including Green Day, Missy Elliot, Big & Rich, Ciara and others that will be featured performing throughout several elements. All the ads and marketing efforts feature the tag "Over a Million Songs - - 5 Bucks a Month - - This is Huge."

Yahoo! Music spokesperson Charlene English tells RBR/TVBR the radio and TV buy, "We used cable nets like MTV, VH1, Comedy Central because we really wanted to catch the young, young-at-heart and influencers. The radio spots illustrate in a funny manner how much unlimited music translates in the number of hours of Rap or of Rock. Overall, we want to energize that market for the subscription music business."

Yahoo! will also take advantage of the Miami locale during the MTV Video Music Awards with guerilla street teams to help educate consumers on the benefits of Yahoo! Music Unlimited. In addition, a branded Yahoo! Music Penthouse will open its doors for a series of private events with celebrities and influencers.

Online ads and banners will let users see and listen to part of mini-pop stars' songs and offers the chance to sign up for a free trial of the service.

A television ad featuring Green Day shows the hard rocking band players losing their heads as they play their hit tune "Holiday." As their heads find their rightful owners a super reads: "Lose it to Green Day -- Over a Million Songs -- 5 Bucks a Month -- This is Huge." Each element of the campaign includes a play on words themed with the artist and ends with Yahoo!'s signature yodel.