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WAN-IFRA XMA Cross Media Awards 2010 |
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Company: Singapore Press Holdings Ltd |
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Project name: STOMP: Music Changes Lives Campaign |
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General information about the publication |
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STOMP (Straits Times Online Mobile Print) is Asia's leading citizen-journalism and social-networking website.
Set up by The Straits Times (Singapore Press Holdings Limited) to engage with its readers both online and offline, it has set new benchmarks for user-generated content and interaction with readers.
STOMP connects, engages and interacts with Singaporeans in a style and approach that is different from conventional news websites. Its strong growth reflects not only its popularity but its resonance with Singaporeans.
STOMP enables thousands to come together to interact both online and offline in its various Talkback forums and in Singapore Seen.
The award-winning website enjoys average monthly page views of 24 million and a monthly average of 900,000 unique visitors. |
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Entry description |
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Music Changes Lives was a talent contest organised on STOMP to discover the most talented young musicians in Singapore.
Participants submitted videos of themselves playing musical instruments, and the top musicians were selected through a combination of online voting and scoring by a panel of judges.
The top 4 musicians were handpicked by Taiwanese pop star, Wang Lee Hom, and they went on to perform at a special showcase with the artiste himself.
The contest was launched in Singapore via a 'live' video conference by Wang Lee Hom, who was physically in Taiwan . The launch included an interview with the singer and his fans also got to interact with him through Skype.
The contest was also promoted on social networks and mainstream print media.
Through a creative combination of live events, online presence and print exposure, STOMP delivered a truly cross-media solution to the client by leveraging on the strengths of each medium. |
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The basic idea of your cross-media local project |
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The campaign's objective is to build the client's brand profile with the teen audience (13 - 18 years old), utilising Stomp's strength as an interactive cross-media platform and Stomp's existing rapport with this target audience.
The campaign has extended Stomp's reach in this audience segment, while enhancing visibility among the 18 - 40 year olds, with the involvement of a regional celebrity. |
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Used media channels |
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