Malaysian Media Awards Winners Showcase

Challenge
Hotlink has a long association with music however this association has jaded over the last 3 years. The challenge was to help Hotlink re-launch its music positioning in a new and innovative way. Hotlink needed to resonate with today’s youth and be relevant in their media space.

Solution
As youth are increasingly spending more time online, it inspired us to host a virtual concert. With a difference! It will be the nation’s first virtual concert powered by a social movement. We got Malaysian pop star Yuna to unveil her new single online. The catch? Her virtual concert would be activated only if she secured 10,000 signups from Hotlink subscribers!

Execution
In a bold move, we did away with ads and relied purely on earned media all online channels! This 100% editorial approach was executed across social spaces and mobile channels. We engaged top bloggers and peer-to-peer influencers to talk about people powered concert. Major top portals gave a sneak preview of Yuna’s new single and Yuna rallied her fans on Facebook and Twitter. Suddenly, the online space was abuzz and talking about the social-powered concert.

Results
We achieved 10,000 signups in 8 days! Campaign generated a PR value of RM1.8Miillion Online. The buzz resulted in Hotlink facebook page recording phenomenal 63% growth (76,000) in fan-base within 10 days! Malaysia and Hotlink made music history with the nation’s first ever social powered concert!