Creative advertisement ideas and marketing through social media enabled Dell to successfully launch and sell its DJ Ditty. The campaign’s media mix was led by Mitch Ferrence where he launched world’s first air guitar, lip sync, and dance instructional videos for Dell’s MP3 player DJ Ditty. It also included viral clips, viral trailers, live appearances and regular communication with fans at Myspace.com. The promotion was a huge hit since it recorded a 75% higher clickthrough rate. Case study
THE CHALLENGE: Dell wanted to enter the increasingly competitive digital music space. But, given that the brand had little music credentials, and would only be selling the DJ Ditty online and through mall kiosks, we needed an innovative strategy that could launch this new MP3 player into one of the most crowded categories in the world, to one of the most cynical audiences — and achieve both unit and ROI goals within six months.
THE INSIGHT: After researching the target audience, we created an antihero who would stand out in sharp contrast to the rest of the design-centric, self-conscious digital music player market. Case Study