The aim was to extend Dell’s credentials as provider of personalisedproducts to a younger cooler audience. Give people the chance to celebrate expressing their personal style and bring to life the MTV sponsorship all over the UK.

This unique off-line opportunity featured a DELL audition vehicle. The classic branded London cab had a refitted interior allowing participants to get in and express their personal style, which is at the core of the DELL brand, in a one minute long audition. The DELL 'Yours is here' taxi toured throughout the UK visiting the following cities: London, Bristol, Cardiff, Birmingham, Leeds, Manchester and Liverpool in the four weeks leading up to the awards, including stop offs at Oasis & Kaiser Chiefs concerts, allowing wannabe reporters to film their audition tapes in the back of the cab with the opportunity to win the MTV Awards Red Carpet Reporter competition.

The idea behind the project worked brilliantly, converting real world relationships and credibility into an online community that could be harnessed for future activity. Through various online community tools we promoted the tour/ search for the red carpet competition winner and created a social hub, converting over 50% of participants into DELL’S TOUR facebook friends.

The DELL ‘Yours is Here’ taxi created a visible live piece of media on the streets of the UK, allowing DELL an opportunity to enter the world of a music loving youth audience through social networking channels.

Total Red Carpet Reporter Competition entries: 24,765.