Problem: To enhance the visibility of Xzibit's album release "Weapons Of Mass Destruction", Sony Music Urban created the Hip-Hop Supastar contest. The winner was to receive a demo deal from Sony and open up for Xzibit during the accompanying tour. Sony looked to Digiwaxx to successfully promote and market the contest nationally.
Solution: In conjunction with Sony Music, Digiwaxx designed, developed, and implemented the Hip-Hop Supastar National Radio Contest. The strategy behind the campaign was to leverage Xzibit's popularity from MTV's Pimp My Ride (for which Xzibit serves as the show's host) and his credibility as an established artist with Top 40 radio stations for their support and involvement.
Digiwaxx worked with the numerous radio stations to filter and pick regional contest winners, who were then submitted to Sonys A&R department for final selection. Digiwaxx provided a customized vehicle to the Grand Prize Winner, and customized the promotional vehicle for the station who submitted the eventual winner.
In the end, Digiwaxx was able to secure over 1.5 million dollars in radio spots for the Hip-Hop Supastar contest, which was a resounding success for Digiwaxx & Sony Music Urban.