We launched the competition at somethingforthefans.co.uk. Banners and MPUs directed traffic to the competition site and entrants were asked to tell us why they deserved to win their chosen memorabilia.

TV idents showing Tinie Tempah, Eliza Doolittle, Kasabian and The Ting Tings proudly introducing their memorabilia ran around the BRITs Nominations Show, followed by national press ads the following day. Online Facebook and Spotify ads specifically targeted fans of each artist, a BRITs Twitter feed publicised the news and even the artists themselves used their fan websites and social networking accounts to personally spread the word.

At the heart of the event, impactful proximity ads dominated the O2, encouraging the 15,000 attendees to text in on the spot to win more prizes from Lulu, Rod Stewart and Anastacia and leaving visitors in no doubt about the real-time nature of the competition.

TV idents featuring excited winners meeting their idols ran around the main BRITs TV show and concluded with more chances to win, supported by national press the next day.

News of the competition spread fast, with 126 pieces of PR coverage and a national reach of over 74 million across print, online and broadcast. The PR media value was £270,000 The website received over 100,000 visits and over 230,000 page views. Altogether, 18,157 people entered the ‘Something For The Fans’ competition.