Planning / Insight / Strategy
Brief
Re-engage an increasingly disenfranchised 18-30 year old urban audience.
Insight
Music is more than an interest; it's how they define themselves. Music is their social currency.
They will willingly seek out music marketing and PR.
Proposition
Big in the Game.
Solution
A programme of two inter-linking elements:
- A touring programme of workshops in the five pillars of hip-hop, presented by leading hip-hop professionals including; Ms Dynamite, Sway, Lethal B, Killa Kella*. Games used as creative cues for output.
- A nationwide competition to discover a talented MC to create a track for FIFA Street 2.
Results
6000+ event attendees
15,000 web visitors
PR reach of 6.3million (inc. MTV News & ITN News)
34 national influencer relationships
Track incorporated into FIFA Street 2
* all talent participated in the programme at no cost
