Barclaycard activated its sponsorship of the 2012 Mercury Music Award by encouraging music fans to “voice their support” for the nominated artists by turning their supportive tweets into speech.
A digital, Twitter-based campaign, created by Dare, converts tweets by users who register on a dedicated website and used the hashtag #voice and the hashtag of the nominee.
The conversion creates vocal audio files and then the best tweets were cut to vinyl and the finished track will then be presented to each of the 12 nominated acts on 1 November’s awards ceremony.
The website also lets fans listen to their tweets and browse other public submissions.
The objective was to raise awareness of the payment card’s sponsorship of the Barclaycard Mercury Prize Albums of the Year Awards Show on 1 November.
Barclaycard began sponsoring the Mercury Music Prize in 2009 as part of a four-year sponsorship deal.
Gary Twelvetree, global brand director at Barclaycard, said the campaign “commemorates the 12 best British albums of the year by enabling music fans the chance to say thank you and give them something back”.
A classic example of using digital platforms germane to the sponsored platform in order to create value-added additional layers of interactivity, utility and value that engage fans.
Whilst this campaign in itself is probably not enough to generate mass media coverage of the event by itself, it is nevertheless another way to supplement and amplify a wider sponsorship strategy.