Social Prowess Upon Us
- Monday, 21 December 2009
- By Zoe Bruce
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I have seen it in movies before, but I have never really understood the hype that goes with UK's music charts over Christmas. According to dwellers of the region, attaining the number 1 song at this time is an esteemed privilege. So important infact that the UK's version of Australian Idol - 'X Factor' has had their talent secure number 1 position for the last four years running. The hit TV show airs the finale the week before Christmas and the winner releases an already highly popular cover song, assuring the artist high sales volume and.......... Voila, a number one song just in time for the Chrissy charts.
Couple Tracy and Jon Morter established the Facebook Group 'RAGE AGAINST THE MACHINE FOR CHRISTMAS NO.1' in order to combat the lost lustre of the Christmas charts. Tracy was noted as saying;"We just wanted the festive chart to be exciting again."The group encouraged its members, approximately 1 million, to download the track 'Killing In The Name' between the 13th and 19th of December. An astonishing 502,000 downloads were achieved and secured Rage Against The Machine the number one Christmas chart position and two new records - the first download-only track to make it to number one and the most British downloads in one week!!
Tusk has spent 2009 very excited about the viable prospects of social marketing. To view Rage Against The Machine as a brand, their success through Facebook is undeniable. In terms of brand awareness, loyalty, PR and sales, the band has reached astronomical heights through an amateur, underground social campaign.
2009 has been a turning point in our minds as to the positive results that can be accessed via a multitude of social mediums. In 2010, we hope that each of our clients will seek to harness the power of Social Networks and implement at least one aspect into their own Integrated Marketing Campaign.
Watch the video for RATM, 'Killing In The Name' below:
