Our team was aware that each phase required a different implementation to maximize the objectives: participation and awareness. For this reason, in the first phase we selected Cristian Varela, who is a popular DJ in Spain, as ambassador for this first phase to get engaged with the target.

Cristian Varela encouraged the DJ’s through daily posts on his profiles in social networks, but also we supported the campaign through an important website of music & entertainment night with formats of display. Also, we considered the email mk suitable for this type of campaign, the email mk was sent to the main schools of DJ’s and producers. On the other hand, the second phase, aimed to fans/young people, was implemented through different formats of display in the main music sites and different platforms on social networks.

The activation came internationally, whereby three countries participated in the contest: UK, Italy and Spain. With the same assets, each country had to implement the activation according its point of view and budget. Spain had a little budget, however, with the few actions we got an effective results; Spain was the country with the best results: 293 were the tracks uploaded by the Spanish DJ's. Regarding the second phase, Spain got the best results, too: 7.828 votes generated by fans in Spain.