Spanning three continents and nine countries, Flavor Group’s comprehensive marketing partnership between Tiesto, the world’s biggest DJ, and SanDisk resulted in Billboard’s Best Artist Marketing Partnership of 2010. At the center of the campaign was the successful execution of Tiesto’s first user generated video contest, featuring fan submitted content via SanDisk’s website at 10 concerts on Tiesto’s Kaleidscope Tour. The final video garnered over 1.1 Million views on YouTube. Flavor Group connected celebrity YouTube Vlogger Michelle Phan to the campaign, earning an additional 2.3 Milion views on YouTube for the overall campaign. In addition to the user generated video contest, Flavor Group led in-store on-pack messaging, exclusive content tie-ins, and retail promotion. The campaign resulted in a 25% overall increase in sales of SanDisk’s micro-SD cards, and 220% year over year increase in sales in emerging markets like Russia. The campaign resulted in the largest PR pickup higher than any other product launch in SanDisk history.