This past week saw one of the most exciting races for the coveted UK Xmas #1 slot, a race headed by Rage Against The Machine, a nineties rock/rap band, and the 2009 X-factor winner Joe McElderry.
Using the power of social networking tools Facebook and Twitter, Jon and Tracy Morter started a campaign just over a week ago to steal the #1 away from the X-factor winner. And they won!
Figures show “Killing in the name” by Rage Against The Machine at over 500,000 and Joe McElderry’s “The Climb” at just over 450,000 sales. Considering that Rage Against The Machine is little known today and that the X factor final had over 10 million phone votes cast, more than two-thirds for Joe McElderry, this is no small victory. And let’s not forget that “Killing in the name” was only available as a download.
Reasons aside about why this campaign was run, this is a great example about the power of social media marketing and what can be achieved when a message, carefully crafted, resonates with a group of people. The search term #ratm appeared a number of times this past week in Twitter’s trending top-10 list and the campaign’s facebook fan page got thousands of comments to posts, not to mention a following of almost half-a-million facebook users.
If anyone still thinks social media marketing isn’t serious business, think again.