Campaign: Superstar DJ competition
PR Team: Slice PR
Timescale: April - May 2000
Budget: Within annual budget
Mobile communications company Ericsson was the headline sponsor for
Homelands, a collaboration between the Mean Fiddler and Home
Homelands is a dance music festival held simultaneously at outdoor
locations in England, Scotland and Ireland. The English venue was the
Matterley Bowl, a site close to Winchester. Huge marquees were erected
to house various DJs and dance music acts. The event ran from the
afternoon of Saturday 27 May through to the Sunday morning. Each event
attracts an audience of about 40,000 young people. Slice handled the PR
for Ericsson’s sponsorship of the English event.
To increase an awareness of Ericsson’s support of youth culture through
its sponsorship of the UK’s biggest dance festival. It aimed to do this
by using press coverage, the internet and a competition to find new DJ
To raise the profile and sales of Ericsson’s youth product range
including: the T10 phone, a youth-branded mobile phone; the Chatboard, a
keyboard that can be plugged into an Ericsson phone and used to send
e-mails and access the internet; and the Handsfree Portable FM Radio,
which can be plugged into a phone and used as a radio.
Strategy and Plan
Slice devised its Superstar DJ competition to target amateur DJs with
the opportunity of playing a set at Homelands. At the end of April and
the beginning of May it used the Sun, the Times’ Metro supplement and
Ministry magazine to publish details of the competition, which invited
amateur DJs to submit recordings of their music-mixing skills. Details
of the competition were also sold into news agencies, the national
press, entertainment magazines and on-line media.
Internet audiences were targeted by Slice’s New Media Street Team, which
raised awareness of the competition throughout chat sites and bulletin
boards across UK-based web sites.
In the run up to the festival the agency approached the press and
The results of the competition were announced to the media on 13
The winner and the two runners up were each invited to play an hour slot
in the Ericsson-branded arena, which had a capacity of 1,500 people. A
web-cam filmed the dancing crowds and DJ sets and was live-linked to
Ericsson’s web site. A cafe was set up next to the venue with a
promotional team demonstrating the youth-branded products.
The media which attended the event interviewed big-name DJs and dance
acts in the Ericsson press lounge, where the company’s branding was
positioned strategically to ensure it was captured on film.
Measurement and Evaluation
The Sun ran details of the competition in two issues; Ministry magazine
ran the competition in its April issue; and the Times’ Metro supplement
ran the competition on 6 May. The competition attracted 5,000 entrants,
and the Homelands festival attracted over 40,000 people.
Broadcast media, including MTV and the Ozone filmed highlights of the
event and interviews with artists in the Ericsson press lounge.
Slice Electronic also sealed a distribution deal with leading
youth-focused web site Dotmusic to broadcast the live acts from the
Ericsson-branded arena. The site attracts an average of 831,000 users a
It is too early for Ericsson to have measured any sales increase of its
youth products, though thousands of people visited the cafe, spoke to
Ericsson promotional staff and saw the company’s products
By offering a platform for new musical talent, the competition and
Ericsson’s high profile at Homelands emphasised the brand’s youth focus,
placing its finger firmly on the pulse of dance-music.