The Irish branch of Sony Music Entertainment has launched its 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 DJs 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 lookalikes ever. The big five radio stations in Ireland and their superstar DJs are mobilizing their listeners to battle for the grand prize of a signed Gibson guitar and their entire AC/DC back catalogue.
"It's the old good-versus-evil paradigm with the battle taking place online and on air — real fans versus radio stations," states Heather Kennedy, deputy managing director of Bluecube Interactive. "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.
"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," adds Eithne Mooney, head of press & promotions Sony Music. "Sadly this still hasn’t happened but we are proud that the fans can get to take part in the AC/DC experience online."