Dell Promo AMPLICHOIR by Mother London

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Industry Computers & Computer Accessories, Business equipment & services, Corporate Image
Media Promo & PR
Market United Kingdom
Agency Mother London
Creative Director Robert Saville, Mark Waites, Gustavo Sousa, Jim Thornton
Art Director Erik Nordenankar
Copywriter Daniel Mencak
Released September 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: DELL
Agency: MOTHER
Date of First Appearance: Sep 14 2009 12:00AM
Entrant Company: MOTHER, London, UNITED KINGDOM
Entry URL:
Creative Director: Mark Waites (Mother)
Creative Director: Robert Saville (Mother)
Art Director: Daniel Mencak (Mother)
Art Director: Erik Nordenankar (Mother)
Copywriter: Daniel Mencak (Mother)
Copy Writer: Erik Nordenankar (Mother)
Creative Director: Jim Thornton (Mother)
Experiential Director: Dermot (McPartland)
Media placement: Website - Online - 14-09-2009

Describe the objective of the promotion.
The objective was to bring to life Dell’s Sponsorship of the MTV European Music Awards in Berlin 2009. We wanted to create something entertaining that would combine Dell's technological expertise with MTV's community of music lovers.

Describe how the promotion developed from concept to implementation
The question we started with: how do we create something that could combine Dell’s technological expertise with MTV’s youth community of music lovers? Our answer: build a place where the whole world could come together singing the same song, with the best individual performance winning exclusive all access VIP tickets to the MTV Europe Music Awards in Berlin.

Describe the success of the promotion with both client and consumer including some quantifiable results
During the six weeks of the campaign Dell engaged thousands of fans and friends through conversation and participation via Facebook, Bebo, Twitter and Myspace. Dell got over 113000 referrers to and over 1000 blogs and websites wrote about the project.

Explain why the method of promotion was most relevant to the product or service
Our solution was Dell Amplichoir – A place where the whole world could come together and sing the same song to create the worlds biggest online choir. Every user could sing along in front of their web cam to add their voice in their own personal style. They could then gather votes from their friends by sharing their performance in the choir. With over 88 000 votes the winners got a VIP trip to Berlin to attend the EMAs and to receive an award themselves.