RAGE to No.1The story of how

Rage Against The Machine achieved the Christmas No.1 of 2009 through

social networking

Social Playground

• 2004 - MySpace• 2006 - Facebook• 2008 - Twitter

No.1 Twitter Trend

#80tweets hits the No.1 trend in the World for a day

Curiosity within Social Media leads to a...

• I then felt I could use this social media to grab myself another No.1...

X-Factor Winners

2005 - Shayne WardChristmas No.12006 - Leona LewisChristmas No.12007 - Leon JacksonChristmas No.12008 - ?

‘The Ultimate Rickroll’• I decided to create a campaign to get 80’s pop legend Rick

Astley to No.1 instead of the X-Factor. If enough people bought it I could ‘create’ a No.1 single...

I made a logo and encouraged members to use it in their profile picture on social networks. 68,000 people joined...

December 2008

X-Factor winner Alexandra Burke hits the Christmas No.1 selling half a million more singles than the No.2 record. The 4th Christmas No.1 in a row for the show...

Rick Astley scrapes into the Top 75 at #73. Numerous downloads were annulled do to “bulk buying”

November 2009

Oh no...not again...

Time for action

November 22nd 2009

Learn from past mistakes......and pay closer attention to detail

Getting a song into the charts wasn’t as simple as I’d originally thought...

Read the chart rules thoroughly

Learn the quirks of Facebook back-to-front

Encourage the use of the ‘Share’ button

The Social Media needed great PR

...and even greater PR

• Cowell reacts negatively to the campaign. The group numbers increase even more dramatically. The best advert yet...

Clear Communication

• Ensure the group buys the track from the specific pre-selected outlets within the correct dates

• Make CLEAR instructions, be prepared for questions, and ANSWER them

• Create a ‘tweet’ to be shared. This gained 26 million impressions and tweeted 38,000 times

• Use the ‘share’ facility

• Use ALL the avenues available to remind them of their job. Eg. The group’s logo

“Hello Jon...it’s Simon Cowell...”

With 3 hours of the chart week to go...

Final Score

•X-Factor 450,838•RAGE 502,672

Armed with a budget of £0.00, and a facebook group, we had beaten the media Goliath to the Christmas No.1

Plus raised over £100,000 for the charity SHELTER

Headline News

Headline News

Thank You!

•@JonMorter•@Big_Other•@RATM