Idea
Created especially for Paco Rabanne, Kerrang! created the Black XS Live Sound contest – a search for the best new band. Over 500 unsigned bands uploaded 900 songs to a dedicated microsite on Kerrang! and exposed themselves to rating or hating by the public. The most popular 3 bands were shortlisted to play a 200 capacity gig at the 02, styled by Kerrang! and mentored by rock band Fightstar. The winning band, chosen by a panel of Kerrang! editorial and key label A&R representatives, received a record contract with Search & Destroy records, and feature in the magazine.
results
Social network Facebook saw over 9,500 fans for the campaign, which reached over 13% of the UK’s 15-35 year olds. PR coverage was achieved nationally, from local radio to GMTV and national press. Furthermore, 10,000 samples of the fragrance were requested by Kerrang!’s audience during the campaign, via an online mechanic.
