Creativity in Public Relations » myspace http://blogs.hillandknowlton.com/ryanpeal Creativity, marketing, great ideas, smart thinking, public relations, insights, inspirations, innovations and more. (Formerly known as Ryan's View) Wed, 05 Aug 2009 00:52:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Samsung’s 24-Hour Dance-Off http://blogs.hillandknowlton.com/ryanpeal/2009/07/07/samsungs-24-hour-dance-off/ http://blogs.hillandknowlton.com/ryanpeal/2009/07/07/samsungs-24-hour-dance-off/#comments Tue, 07 Jul 2009 00:34:51 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=639 24-hour Dance-off – love it!  On July 7th in London 100 competitors will take their positions on the dance floor, slip on headphones, turn on their Samsung BEAT Edition DJ music phone and start dancing . . . and dancing, and dancing for up to 24 hours as they compete in The Last Call to win €10,000 and a date with Swedish pop star September.

Last month Europeans in 9 countries entered for the chance to win a trip to London to compete in the finals, embedding a competition widget to their blog, Facebook and MySpace pages.  The widget was active for only 24 hours, so contestants had to encourage friends and family to cast their votes quickly.  The widget had a built-in leader board element so you could see if you were in the race fairly quickly.  A few weeks ago the 100 lucky winners got the call that they won a new Samsung mobile and a trip to London to compete in the grand finale.

Now this week the 100 contestants will compete at nightclub “Matter” at the O2 arena in London – each dancer has one square to dance in, and stay in.  The trick is that if anyone receives a text or a call during the competition they are out.  So the contestants have been telling their friends via their social networks that they are in the finals and to not call or text on July 7 – a natural way to talk about Samsung, the new mobile and the competition.

For the last few weeks each contestant has been working on a campaign page, adding photographs and videos (connected to the campaign’s YouTube site) and links to follow them on Facebook, MySpace and of course Twitter.   Each was interviewed answering a few questions and talking about the competition.  Everyone has some fun stories on what they are doing to make sure no one calls or texts them on that day.  And on the site you can suggest music tracks to be added to the playlist.  The whole fun will be streamed live on the campaign site, worth watching and seeing how it all plays out.

What can we learn from the campaign?  As always, having an simple concept always works – dance for 24r hours, last one dancing wins.  Doesn’t get any easier than that.  Next up, integrating the product into the campaign.  That works here naturally as the Samsung mobile provides the music at the event and people have to tell friends/family not to call/text because of the competition- a natural way to talk about the product and for it to be a part of the fun.  Leveraging social media to spread the word.  This too is built into the competition, using widgets to drive awareness, creating fan profile pages, etc., all scoring major points.  And finally, great visuals/content and a way for all to participate – 24-hour streaming of people dancing in little squares to music on their headphones, you can’t help but be a bit curious about the whole thing.

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Toyota Turns Up The Volume With “Rock The Space” http://blogs.hillandknowlton.com/ryanpeal/2009/05/25/toyota-turns-up-the-volume-with-%e2%80%9crock-the-space%e2%80%9d/ http://blogs.hillandknowlton.com/ryanpeal/2009/05/25/toyota-turns-up-the-volume-with-%e2%80%9crock-the-space%e2%80%9d/#comments Mon, 25 May 2009 01:12:17 +0000 Ryan Peal http://blogs.hillandknowlton.com/ryanpeal/?p=593 Providing a solid example of why MySpace still has a place in the marketing mix, Toyota unleashes “Rock The Space” – a competition for unsigned bands or solo singers to win fame and fortune in the form of a recording contract and massive exposure on MySpace.

The competition is pretty straight forward; bands submit an original MP3, design a demo tape on the site and submit their music.  In July MySpace Records will select five finalists and then members of MySpace will vote to select the winner.  In a nice twist, the finalists will be given an advertising budget to create and place banner ads on MySpace to help secure votes.  The winner will be announced in September and get premium placement on the MySpace Music Home Page.  The campaign complements Toyota’s ongoing effort on MySpace – “Toyota Tuesdays” – a day when the company gives away free downloads on its MySpace site.

I’m hoping/assuming Toyota has some street teams out and about raising awareness of the competition in bars and clubs where aspiring talent may be performing as well as malls and beaches and concerts where youth will naturally be out and about.  Outreach to music blogs and forums would also help drive awareness and traffic.

There also have been a number of artists that have been discovered on MySpace, including Colbie Caillat and Lily Allen.  It would have been great if Toyota was able to enlist the support of these gals or any of the other discovered talent to leverage in any media relations outreach – providing a credible ambassador for the campaign to highlight the reality of being discovered on MySpace.

Overall a good campaign to check out – simple, to the point, spot on with the audience and a solid incentive to motivate bands/artists hoping to make it big to start by rocking the space.

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