In creating our own reality TV contest the audience didn’t just see a TV campaign, they became the campaign, and like Pop Idol, watching the journey was as important as the result. Promotional airtime announced the contest. Over 1,000 applicants registered online. 20 fledgling stars were selected and invited to MTV studios to sing along to SingStar Rocks! These auditions were filmed and cut into a 60’’ featurette, broadcast on MTV and its sister channels.

Our campaign to turn MTV viewers into MTV ‘SingStars’ was a ground-breaking success of viewer participation and user generated content. PS2 sales grew by 17% year on year, up from 10%. The profile of female PlayStation gamers grew by 11% and the SingStar game celebrated its 5 millionth unit sale!