90% of people quit playing the guitar in the first year. Technology-based guitar company Fretlight Guitar aimed to change that by creating an LED fretboard guitar to help to make the learning process easier. But they needed to get the word out.

​“Quitters Anonymous” was born. An online community aimed at compelling quitters to stop quitting and start playing guitar again with Fretlight. Cast in the role of rock n’ roll therapist, ​“Dr.” Alice Cooper became a viral favorite for new and existing Fretlight consumers. The campaign garnered over 350 million media impressions, including two USATo​day​.com placements, the Rolling​Stone​.com hit, syndicated coverage on Yahoo, MSN and MTV Radio, and a feature on TV’s Extra. Sales increased by more than 100%.