Who’s the DADI?

Tuesday, December 1st, 2009

Friday the 13th of November proved anything but unlucky for Bluecube as the 2009 DADI awards were announced in Leeds. The DADI’s (Drum Awards for the Digital Industries) are the leading UK awards for digital design and online strategy. Beating off stiff competition from HTC Europe, ITV, BBC and Shakespeare Country, our campaign for Sony Ireland to promote AC/DC’s Black Ice Album and Tour used key radio DJs, music bloggers and social networks as key influencers to seed out our incentivised message and fans flocked to the microsite to personalise their ‘Angus’ uploads.

What caught the eye and really brought this campaign to life was the slick flash design, stylized graphics and 3-D video animation that allowed the user to become the real star of the show. We were narrowly beaten off the top spot in the category by the Cadbury ‘Eyebrow’ campaign, which was heavily promoted on the back of their TV commercial.

“AC/DC have a notoriously hard to reach fan base, having long resisted venturing into the digital landscape. We are particularly proud and delighted that Bluecube managed to engage and connect with the die-hard AC/DC fans without compromising the core ethos of the group”

Eithne Mooney, Sony

View the award winning work here - www.acdcrockandrolltrain.com