Contest for young rappers looking for an opportunity to shine. We encouraged them to get some boost and allowed them to win a professional videoclip, directed by one of the big names in the rap game. Philips and O´Neill as main sponsors for the event.

1. ´
1 SEPTEMBER - 5 NOVEMBER 2011

2. 1. THE ACTION
1. GOALS
a) FNAC EVENTS
b) SOCIAL MEDIA
2. CONCLUSION

4. Philips and O´Neill joined forces in a joint venture to
release “Tested on animals”: brand new sport
headphones. The action was addressed to the urban,
young and rebel audience, most of them digital natives.
We organized a contest for young rappers looking for
an opportunity to shine. We encouraged them to get
some boost and allowed them to win a professional
videoclip, directed by one of the big names in the rap
game.
Awareness and Acknowledgement were both priorities.
The strategy was an online-offline mix. We used Social
Media as leverage to gain engagement and
participation.
THE ACTION

5. THE ACTION
 Contest addressed to unsigned independent rappers.
 It took place throughout 3 different months
 4 phases:
1. Applications (September)
2. Final round selection (October)
3. Live Concerts in FNAC PLAZA NORTE (October)
4. Grand Finale (November)

6. •100 groups/artists registered
• Newsletter sent to 15.000 addresses
• 9 performing finalists
• Average attendance per date: 150
• Grand Finale Attendance +250
• Almost 1400 facebook fans
• Profile of attendees: youngsters 15 to 30 years old, urban
outfitters.
THE ACTION IN NUMBERS

7. THE ACTION Graphic Pieces | Artwork
Event attendant
T-Shirts
Hip Hop Life Mag
Advertising
FNAC Screen
Projections
Flyer Photocall

8. THE ACTION Media and Influencers
MitxCosta GP Boyz
Dobleache
Urban trends media partners involved in the project Influencers, opinion leaders inside the urban culture

9. SOCIAL MEDIA

10. COMMUNITY MANAGEMENT GOALS
Goals
• Improve Brand Recognition and Reputation amongst the target
audience
• Improve Marketing positioning
• Social Media Active Responsive Management
• Gain Engagement
• Monitoring fan reactions

11. FACEBOOK
http://www.facebook.com/RookieStar.Madrid
Corporate page has been so active reaching more than 1300 fans.
Fanpage role has been:
• Catalyst
• Communication hub for brand and followers
• Finalist Selection
• Platform for displaying the visuals
• Branding presence

12. FACEBOOK INTERACTION

13. CONCLUSION

14. CONCLUSIONS
1. Contest went viral, via Social Media
2. Positive perception amongst the target audience
3. A large and qualified database was created
4. Brands were associated to influencers and opinion leaders
5. Product awareness