Dell & MTV - Experiential

Mother Experience & The Rumpus Room developed an experiential strategy to support Dell's sponsorship of the MTV European Music Awards 2008. The project set out to add momentum to a competition that Dell and MTV had created, offering the chance to become Dell's Red Carpet Reporter at the awards.

The competition required entrants to submit auditions focusing on their personal style, echoing Dell's brand focus on personalisation. We took a London taxi and converted it into a self-contained blue screen film studio, with a fully automated interactive interface that would take people through creating their own auditions. People were able to personalise their studio environment such as their background design and colour.

We designed the staging and planned the logistics for a tour that we took to 9 key cities in the UK, recruiting hundreds of people to generate auditions. After the auditions were created, the video was automatically compressed and uploaded to the MTV competition.

50% of our participants went on to become enthusiastic members of the Dell Taxi Facebook group, continuing to expand the campaign through their own networks. The growth of the Facebook community was sustained throughout the tour with strategic activity, including daily photographic uploads, live reports, personal messages and Twitter.

The tour culminated with both the Taxi and our competition winner, Michelle Forde, enjoying coveted exposure at the MTV European Music Awards 2008 in Liverpool.

The Rumpus Room and Mother Experience continue to actively work together on Dell sponsorship initiatives.

For more go to:
http://www.flickr.com/photos/joedell/
http://www.facebook.com/group.php?gid=33972190177