Sony Music Roll Out Major Viral Campaign For Rock Legends AC/DC

. July 3, 2009 . 0 Comments

Sony Music Entertainment has launched their biggest digital marketing campaign of the year for rock legends AC/DC.

Though they may be not be digital natives having proudly resisted the call of the itunes download chart – they are certainly on their game about engaging their fans in an online environment.

The campaign developed by Bluecube Interactive, is a comprehensive digital initiative that fits with the fun-loving play hard ethos of the group. Developed to promote their live tour and generate ongoing buzz around Black Ice, their first album released in eight years the campaign targets radio DJ’s and fans recruited via forums, blogs and music sites using a mix of online PR, PPC activity and display media and radio.

In this campaign AC/DC have thrown down the gauntlet for their fans to see who can create the longest rock and roll train of Angus look-a-likes ever. The big five radio stations in the country and their superstar DJ’s are mobilizing their listeners to battle for the grand prize of a signed Gibson Guitar and their entire ACDC back catalogue.

‘’It’s the old good versus evil paradigm with the battle taking place online and on air – real fans versus radio stations. Who has the most influence? Whoever wins old and new generations of AC/DC fans will find this an exciting and innovative way to engage with the world’s most electrifying rock and roll band!’’ Heather Kennedy deputy Managing Director of Bluecube Interactive.

“AC/DC’s back catalog is magnificent and fans nationwide have been filling chatrooms and bulletin boards for years speculating about the digital release of their albums. Sadly this still hasn’t happened but we are proud that the fans can get to take part in the AC/DC experience online’’ Eithne Mooney, Head of Press & Promotions Sony Music.

Formed in Sydney, Australia in 1973 by brothers Angus and Malcolm Young, AC/DC released its first album, “High Voltage,” in 1975. The group has gone on to sell more than 150 million albums worldwide, making AC/DC one of the five best-selling bands in music history.


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