Problem: Columbia wanted to create awareness for WWE Champion John Cena's album, You Can't See Me, in urban radio.
Solution: Recognizing the widespread appeal of the WWE across traditional demographics, Digiwaxx created a campaign to reinforce John Cena's credibility as a lyricist in the urban demographic. This was accomplished by sending DJs snippets and white labels, gauging their reaction, and then disclosing the artist whose lyrics they were appreciating.
While we anticipated some initial resistance to John's project, the responses were incredibly favorable. More importantly, the acceptance and support for his project was widespread and enthusiastic. Thus, in addition to creating overall awareness for the project among DJs, we were able to create support in a demographic the client wanted to capture.