Having started as an underground apparel brand, WeSC once again tapped into this base – recruiting underground, unsigned bands and their well-established social networks – to build product awareness.WeSC created an online music competition in which underground bands were challenged to create a song inspired by the WeSC brand. Musicians were drawn in via profiles for Physical Bob (a chicken-headed DJ created to embody the personality of the contest and the WeSC brand) on MySpace, Facebook, Twitter, Blogspot and Flickr and crazy YouTube clips.Because the competition was based on popularity, the bands encouraged their fans to log on to WeSC’s site to vote. At stake was the gig of a lifetime at the WeSC headphone launch party in London and a chance for a record deal with Universal Records. Also, all contributors got a free pair of the eye catching headphones –ambassadors for free!

What started as a regional promotion became global. WeSC sold 50,000+ units – five times the initial goal. Underground musicians from all over the world submitted more than 500 songs. WeSC’s contest site cracked the top 30 in Sweden with 100,000+ unique visitors, and radio stations played the best songs.