Building a Social-News Movement

Founded by former Yahoo and AOL executives as a user-driven social-news website where anyone could submit or find content among peers based on interest and location, Mixx was a true pioneer in combining social-networking and bookmarking with Web syndication, blogging and personalization tools. The company approached us to help launch their new service and project its influence over its primary perceived competitor Digg, which was led by media darlings Jay Adelson and Kevin Rose.


Our finely tuned strategy aimed to create a groundswell of interest among beta users and online tastemakers to drive users to the new social-media hub, validate the business concept and exploit a general dissatisfaction with Digg to build a social-news movement around Mixx as a non-geek alternative and an exciting new player in the space.


Mixx’s launch campaign started with a two-part story that was strategically leaked to Mike Arrington of TechCrunch, driving a cascade of interest among media luminaries that yielded hundreds of thousands of unique visitors and tens of thousands of registered users in a few short weeks. As a result of the campaign, more than 1,000 user-created groups were formed in the first two months, 3 million votes were cast on the new site, and 78 percent of new users personalized their Mixx pages with an average of more than 10 category tags each. The final tally included more than 150 independent news stories, user-generated blogger reviews and online influencer discussions about Mixx, highlighting a list of big media partners including USAToday, Reuters, Los Angeles Times, Slate, and The Weather Channel. Mixx was later acquired by UberMedia.