The Anatomy of a Cross-Media Campaign
Legend has it, actually Wikipedia claims, one of the first successful cross-media marketing campaigns centered around disco.
According to the site, the first notable occurrence of cross-media marketing occurred in 1977 with the release of the film "Saturday Night Fever" and its soundtrack. The single "How Deep Is Your Love" by the Bee Gees was originally meant to be recorded by Yvonne Elliman for an unrelated album, but it was decided by RSO Records to have the Bee Gees record it and released in an effort to promote the film. The film's release ended up promoting the single and the entire soundtrack.