An integrated campaign was implemented around a website application where participants could sing in a collaborative song with their friends. We chose a relevant artist for our brand’s target audience, the worldwide-known Argentinean singer and composer Diego Torres, and created an online contest where people had to create a karaoke group and sing along to one of the artist’s songs until the application automatically stopped. To complete the song, participants had to invite their friends, thus creating a viral. As new participants joined in, each one would sing a new section of the song, until the song was completed.

The bond we created with consumers on social networks was the brand's most important result. Consumers expressed their enthusiasm and adrenaline rush to participate in the contest, and the winners shared their happiness changing their profile pictures and showing brand images instead. They also tagged themselves in concert pictures, and even created a Facebook fanpage to thank the brand for this action.Quantitative results:140,000 website visitsMore than 6,000 karaoke groups created More than 50,000 active Facebook users Facebook brand fans doubledTwitter followers increased 200%Online campaign: More than 1.5m impressions