We just launched a very cool campaign for Sony Ericsson Australia (client of H&K) and you have to check it out as its a great example of how social media can be leveraged to engage and entertain audiences. 

The campaign - MyPartyMyWay - invites dance music lovers to create their ultimate party - exactly how they want it. First you choose your city (Sydney or Melbourne) and a venue. Then the party possibilities heat up when it’s time to select the DJ line up, which includes some of the country’s hottest talent with the likes of Phil Smart, Grant Smilie, John Course, Chardy, Hook n Sling and Goodwill to name a few. Not only can you have Australia’s top DJs playing your party, you can even give yourself a shot at DJ fame by giving yourself the opening set.

With the city, venue and DJ line-up in place, participants select a name for their night and create an event poster. Then the competition begins, as entrants use built-in promotional tools on the website to raise awareness of and votes for their party via emails and SMS to friends as well as posting their parties on Facebook and MySpace.  Once the votes are tallied, the party with the most votes in Sydney and the party with the most votes in Melbourne will become realities courtesy of Sony Ericsson.

This effort checks off all of the needed box for a successful campaign - engages youth in areas they already play, grounded in music that the audience loves, leverages influential DJs for added authenticity, personalisation throughout and great talk-ability and buzz with the unique "money can't buy" prize.  

Take a moment to check out the site and see how it all works.  And while you are there, click on "view parties" and then click on "Sydney" and cast a virtual vote for my party "Bath time" as I'm going for bragging rights (since I can't win) with my office peeps.  WOOHOO!