Entertainment - NME Awards draw in music lovers

NME hired Get Involved Communications to promote its series of NME Awards events, which includes regional gigs and the main awards ceremony. It asked the team to position the main awards ceremony as the most credible music event of the year and sell tickets to the series of related events.

NME: Credible music
NME: Credible music

Campaign: Shockwaves NME Awards
Client: IPC Media/NME
PR team: Get Involved Communications
Timescale: November 2010-March 2011
Budget: £15,000


- To increase opportunities for music lovers to engage with the awards

- To sell tickets to more than 37 live gigs across the country

- To position the NME Awards as the credible music event of the year.

Strategy and plan

The team focused on the fact that the awards were voted for by members of the public. In order to reach a wide audience of music lovers, it set up a retweet competition on Twitter, which asked users to share a tweet containing the awards hashtag.

It also invited bloggers to cover each regional event as well as the main awards ceremony.

Measurement and evaluation

The campaign generated almost 2,500 pieces of coverage across print, broadcast and online platforms in the UK, and also featured on sites such as Yahoo, MTV and MSN.


Tickets sold out for all the gigs that took place throughout February and March.

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