The most important creatives on the campaign were the young people who made the music, their own sites and videos, and the fans who backed the bands, tracked their progress and spread the word through online communities. A Rockampeonato MySpace page rapidly attracted thousands of friends and an official site offered downloads, podcasts, online radio and blogging space. Support from record labels and radio stations, special indie programmes and live events gave the authentic touch.

Telcel built a national indie community, creating a true movement of “Rock in your language”. 7,000 bands registered (+400% vs targets), more than 30,000 people attended live events, Google found 12,600 links and Rockampeonoato bands each generated 75,000 MySpace views on average. Youth perceptions of the brand were radically transformed.