Hellocomputer, one of South Africa's leading full service digital agencies, recently rolled out a new social media campaign for Red Heart Rum and Olmeca Tequila that promoted both brands and their sponsorship of RAMfest 2013.
South Africa's biggest annual alternative music festival, RAMfest is a spectacle of sound, light, dance and rock 'n roll bringing together tens of thousands fans over 10-day tour stretching the length and breadth of South Africa.
This year - on the various stages at its venues nationwide - it brings together Rock and Electronic Dance Music, and all the sub-genres making up these popular music genres.
The collaboration of these two brands as sponsors of RAMfest 2013 gave Hellocomputer a unique opportunity to create a compelling experience using the music genres that each brand is aligned with - Red Heart Rum championing rock and Olmeca Tequila EDM.
According to Hellocomputer, both Red Heart Rum and Olmeca Tequila have a reputation for creating entertaining ways for consumers to win tickets to the events that they sponsor. The specialist agency therefore created a game, Rock vs. EDM, celebrating the global trend to music festivals combining the two genres.
A Facebook application living on both the Red Heart Rum and Olmeca Tequila pages, this incorporates 16-bit graphic style along with a classic arcade game play.
Rock vs. EDM has proven to be an innovative way for fans to identify with their preferred music genre, and will be remembered long after RAMfest 2013. Drawing inspiration from games such as the ever popular Street Fighter and Metal Slug, the agency nevertheless made certain to convey the core essence of RAMfest that now has two genres - Rock and EDM.
In addition to the game, Hellocomputer is promoting the sponsorship through social media and online advertising, and is offering fans the chance to win one of 60 meet and greets with the headlining artists of RAMfest.
The activity and interest generated by leveraging the RAMfest sponsorship has taken Red Heart Rum's fan base to nearly 12 000 while Olmeca Tequila (which had a lead at the beginning of the promotion) is now at over 22 600 likes.
View the campaign here:
Red Heart Rum: http://www.facebook.com/RedHeartRum?fref=ts
Olmeca Tequila: http://www.facebook.com/OlmecaTequilaSA?ref=ts&fref=tsNote to editors:
EDM is defined as electronic dance music produced primarily for an environment that is centred upon dance-based entertainment (such as a night club). It is produced with the intention of it being heard in the context of a continuous DJ set wherein the EDM DJ progresses from one record to the next via a synchronized segue or 'mix'.