Student recruitment campaign second year initiatives.

The second year of the profession's five-year direct marketing effort reaching 16-22 year olds ("Generation Y") was renewed recently with the MP3/Be A Music Mogul Game and the Summer Dream Internship Contest.

"Be A Music Mogul" is a Web-based interactive contest that provides high school students with an opportunity to manage a virtual music label. Students build a music label by developing a simple strategy and selecting contemporary artists who are featured on the MP3.com Web site. They then develop a marketing plan, create and manage a budget, and react to random events in the marketplace in an effort to generate the highest sales for their music label. The student with the highest record sales wins various prizes, as do four runners up.

The contest is being promoted online, in high schools, and directly to students using a variety of interactive media: our campaign Web site, www.StartHereGoPlaces.com; through resources provided by MP3.com; posters; print advertising; direct mail; e-mail; online banner ads and other engaging elements. In addition, we have promoted the game and have made available the materials to both...