BT took on iJack to provide on-line support for the January launch of its initiative to discover new talent in the music world. The music zone of getoutthere.bt.com provides aspiring DJs and musicians with the chance to have their work judged by luminaries such as Seb Fontaine and Ian Brown.
With a brief to change the perception of the BT brand among opinion formers and 19-24-year-olds, iJack targeted 50 niche web sites with information such as the role of the judges and the benefits of taking part. The agency's fortnightly reports showed that this generated more than 20 editorial pieces, in addition to links to and reviews of the site itself.
The reports, which were distributed to the getoutthere team and communications agencies, included details of competing sites, newsgroup mentions and market news on the uploading and downloading of music.
In phase two of the campaign, 100 more sites popular with students and music fans were targeted, with on-line promotions offering music making kits on DJ and clubbing sites. MP3 players and keyboards were then offered on more mainstream sites.
The agency also put together a viral marketing campaign tied in with an onsite talent competition to win one of 20 Diamond Rio players loaded with exclusive samples. Around 300 budding DJs entered the competition.
Freud Communications was also involved in attracting on-line journalists to the launch.
This year, 50 on-line editorial pieces have been generated by the campaign on sites such as Dot Music, DJ Zine and Clubbed.com. On-line promotions have appeared on sites, including Music 365 and Top of the Pops. There have been 17.3 million page impressions since the launch.
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