How I Beat the X Factor using Social Media - Jon Morter, Big Other
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RAGE to No.1 The story of how Rage Against The Machine achieved the Christmas No.1 of 2009 through social networking
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Transcript of How I Beat the X Factor using Social Media - Jon Morter, Big Other
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
