The assignment was to establish and strengthen the brand relation to Swedish teenagers and create a platform for future dialogue. This, of course, had to be made by 1) presenting a relevant incentive for interation with the brand and 2) it had to be done without loosing credibility. Petter is by far Sweden's most acclaimed rap artist and hip hop producer. This campaign is in co-operation with Petter, promoting his tour as well as his album. At this site the teenager can interact with a turntable-application, create their own tune (to a specially developed tune) and write in his/her rap. By publishing the song and inviting his/her friends to vote for his/her song, he/she enters the competition. By the end of the campaign Petter listens to the top 50 entries and chooses one to produce in his studio. This is the best incentive we have ever used in an online competition as it builds a bridge between the teenager and their idol, making them "VIP" with some help from the Sprite brand.