Viber, one of the leading messengers, launched the first global contest for rap singers – Beats & Vibes. Casting for participant was organized through Viber only. Integrated campaign is based on contest between rap singers, which will be on air on MTV channel in Viber public chat. Project support was provided by several agencies at once. AdWatch Isobar is responsible for media support and executes a special project dedicated to the contest on the-flow.ru web site.
During the try-out musicians from all over the country has been sending their videos to the special Beats & Vibes number in Viber. The winner of Beats & Vibes music battle will get an opportunity to film his own music video and represent it on The Flow, MTV channel and at the special presentation in Moscow.
«During the try-out period our main aim was to attract more experienced musicians as well as involve target audience – viewers. To achieve our aims we have chosen mix of resources with wide audience: vklybe.tv, rollingstone.ru, geometria.ru and non-diversified web sites: rap.ru and aonehiphop.ru. Music portal The Flow was chosen as a source for special project. It is a popular and highly relevant source among hip-hop lovers and is well-known thanks to high engagement rate of its audience. Special project became the main communication platform of the campaign. It will keep up interest to the contest on every level» - says Ekaterina Makovetskaya, AdWatch Isobar Group Account Director.
At the outset of the competition over 1300 videos were received from the musicians from all over the country, 150 000 users visited the project web site, number of the public chat followers reached 490 000. The best 16 singers will strive for victory for 7 broadcastings on MTV channel in November.