The story broke on Friday that Paris Hilton had been involved in a bit of a DJ booth bust-up at Miami’s Winter Music Conference. The first major account of the incident came from Paris herself in her MySpace blog, and her tale of the brawl involving her boyfriend Doug Reinhart was rapidly picked up by the celebrity media machine.

However DJ Steve Angello, an Alchemy client, had quite a different take on the events. So we swung into action with a rapid damage limitation campaign, with Matt putting out a statement to all key media.

By constantly monitoring all the online activity, we were able to not only respond effectively and fast to the negative news reports, but to turn the issue to our advantage, securing worldwide coverage with 150+ online stories in the process.

An interesting week for sure. And a totally genuine reason to use ‘Paris Hilton’ in the title of a blog post rather than being one of those poor, desperately misguided SEO scams. Result!