The Irish branch of Sony Music Entertainment has launched its biggest digital
marketing campaign of the year for rock legends AC/DC.

Though they may be not be digital natives — having proudly resisted the call
of the iTunes download chart — they are certainly on their game about engaging
their fans in an online environment.

The campaign developed by Bluecube Interactive is a comprehensive digital
initiative that fits with the fun-loving play hard ethos of the group. Developed
to promote their live tour and generate ongoing buzz around "Black Ice", their
first album released in eight years, the campaign targets radio DJs and fans
recruited via forums, blogs and music sites using a mix of online PR, PPC
activity and display media and radio.

In this campaign, AC/DC have thrown down the gauntlet for their fans to see who
can create the longest rock and roll train of Angus lookalikes ever. The big
five radio stations in Ireland and their superstar DJs are mobilizing their
listeners to battle for the grand prize of a signed Gibson guitar and their
entire AC/DC back catalogue.

"It's the old good-versus-evil paradigm with the battle taking place online and
on air — real fans versus radio stations," states Heather Kennedy, deputy
managing director of Bluecube Interactive. "Who has the most influence? Whoever
wins old and new generations of AC/DC fans will find this an exciting and
innovative way to engage with the world's most electrifying rock and roll band.

"AC/DC's back catalog is magnificent and fans nationwide have been filling
chatrooms and bulletin boards for years speculating about the digital release of
their albums," adds Eithne Mooney, head of press & promotions Sony Music. "Sadly
this still hasn’t happened but we are proud that the fans can get to take part
in the AC/DC experience online."