Our Work
Hip Hop Supastar
Alpha Marketing served as the lead agency in Sony Ericsson, Cingular Wireless, and Sony Urban Music’s effort to find America’s next…Hip Hop Supastar.
Multiplatinum Hip-Hop artist, actor, and MTV Pimp My Ride personality, XZibit, was selected by Sony Ericsson and Cingular Wireless to host a tour coinciding with the first ever mobile talent search. This national contest allowed wireless users (regardless of carrier) to use their phones to “text to vote” and determine the next Hip-Hop SupaStar. Ten finalists were chosen, and ringtones were created from their submissions allowing customers across the nation to listen and vote for their favorite finalists.
Sony Ericsson’s primary objective was to legitimately promote the launch of their new video-enabled devices that boast MP3 audio, and Polyphonic ringtone capabilities.
In conjunction with Sony Urban Music’s efforts to promote the release of XZibit’s new Weapons of Mass Distruction cd, Alpha Marketing worked closely with agency partners to develop and manage a “pimped-out” seven-series BMW that accompanied this Sony Ericsson/Cingular Wireless sponsored ten city tour. The car showcased Sony Ericsson’s newest handsets, allowing consumers the opportunity to listen to the finalists via the handsets and vote via the interactive plasma screens in the vehicle.
As the lead agency, Alpha Marketing provided program development and management, and developed creative used in all branding, national magazine advertising, POS, online, and merchandising. Alpha created a SupaStar Flyaway sweepstakes allowing one lucky voter the chance to meet XZibit on the set of MTV’s Pimp My Ride. The program was also supported by an exclusive Sony Ericsson Hip-Hop SupaStar faceplate GWP offer, developed and managed by our internal creative team.
The Hip Hop Supastar program exponentially surpassed content revenue goals for Cingular Wireless and exceeded handset sales goals for Sony Ericsson.