All of them were recorded singing their favourite song, which they had just downloaded. These versions were used so that the best local DJ could test the audience’s ear, as listeners were challenged to identify the original artists (in exchange for iPods). The difficulty of recognition determined the preference of the versions in the iPod Hit Parade, and the most personal and fun versions became hits, alongside those on the sales list.

With this action, we have created an effective marketing tool for the brand, as we have provided it with a valuable database for BTL strategies, and a container with no extra production costs: the listener himself stars in the adverts and becomes, at the same time, a spontaneous generator of mouth-to-mouth advertising.