Consumers could access Tede’s half of the battle at the Sprite website, get a feel for the beat and the rhythm and listen to Tede rapping two or three lines. Then it was down to our entrants, to write their responses.Tede judged the cleverest, funniest most rhythmic retorts.Finally, we created a special programme for music television about hip-hop music and culture, fronted by Tede, in which he raps the competition’s winners.

Some 1,500 people crafted responses for the battle with Tede, writing 20,000 lines of hip-hop. The competition also generated a wider buzz among the community we were trying to reach, and the website became a raucous venue for following and commenting on the battle, attracting 220,000 visitors.