Sixt x Mr. Belt & Wezol's Demo ride

WHAT IS SIXT?

SIXT is one of the biggest car rental companies in the world with over 4,000 rental locations worldwide.

GOAL

Promote SIXT among the young target group of Spinnin’, with the goal to engage young people to rent a car with SIXT.

Mr. Belt & Wezol:

“We had a great time working with the SIXT team during Amsterdam Dance Event 2016 & 2017. They delivered a brand-new BMW wrapped up in a Mr. Belt & Wezol X Spinnin' Records X SIXT design which we drove through Amsterdam and listened to music demos of several DJ’s.”

SUMMARY

395,000 visitors from over 90 countries visited the 2017 edition of Amsterdam Dance Event, the biggest global gathering in Dance Music, and the place to be for brands that want to be active and relevant for the Dance Music target group. As the biggest dance label in the world, Spinnin’ Records is present during ADE on multiple locations hosting various events, including the Spinnin’ Popup Store, Club Spinnin’ and the Spinnin’ Academy.

Together with SIXT we organized the second edition of our Demo Ride with Mr. Belt & Wezol and the Spinnin’ Talent Pool during ADE. The Demo Ride is a concept where Mr. Belt & Wezol drive around in their car and listen to demos to give feedback on that young music producers submitted to them. The SIXT Demo Ride was held in the city of Amsterdam for five days during ADE in a SIXT branded car where Mr. Belt & Wezol listened to the best demo’s that were submitted to the Spinnin’ Talent Pool Demo Drop contest. This concept allowed the SIXT branded car to be seen by thousands and thousands of ADE visitors over the span merely of five days.

To host the Demo Ride we needed demos, which we got by setting up a contest where producers could send in their track. In total 591 demos were sent in and 7,303 people voted on the tracks. An incredible growth in comparison to the 2016 edition of the Demo Ride when 296 demos were sent in. The producer of the best demo was even invited to Amsterdam to ride along Mr. Belt & Wezol in the SIXT car. All of this was filmed and uploaded to YouTube, which meant even more online exposure for SIXT. By doing this we combined online with offline and created an enormous opportunity for SIXT to connect with thousands of people in their young target group they wanted to reach. In the end, the video on YouTube almost doubled the amount of views of last year’s Demo Ride, reaching 267,000 views!

Maarten Ordelman, Sr. Marketing Manager at SIXT Rent A Car:

"By partnering with Spinnin’ Records to host the ADE Demo Ride, SIXT was able to connect in a unique and impactful way with a young and relevant audience."

IDEA

Amsterdam Dance Event is the biggest global gathering of Dance Music professionals and fans in the world, attracting 395,000 visitors from over 90 countries in the span of a week in 2017. ADE is both a conference where Dance Music Professionals gather from all over the world and the biggest Global Dance Festival taking place throughout Amsterdam. ADE's festival program covers the whole spectrum of electronic subgenres, with over 2,500 artists performing in 140 of Amsterdam's finest music and nightlife spaces.

ADE is the place to be for brands that want to be active and relevant to the Dance Music target group aging 15-30 years old. Spinnin’ Records is at the epicenter of ADE, offering a large range of opportunities for brands to reach this target audience. Reaching the target audience is done by Spinnin’ Records by combining online with offline. Spinnin’ uses online to reach a very large audience of more than 35 million fans with the campaign, and offline to create awareness and by being relevant and active with your brand for all people attending ADE in 2018.

The Talent Pool is a platform invented by Spinnin' Records to solve the classic problem of sending your demo to a record label and ending in the huge pile of demos without any feedback. With 150+ demos sent to Spinnin’ on a daily basis, our A&R's, the guys that sign new artists and tracks, found it to be impossible to listen to all of them and give feedback on the tracks they like. As the leading Dance label in the world, Spinnin’ cares a lot about educating the next generation of producers and not being able to listen to all demos was a big headache for us. Plus, we could just miss out on the next super talent! We thought long and hard of ways to solve this problem and that’s when the idea of the Talent Pool platform was born. Over the years the Talent Pool has grown enormously and now has more than 900,000 users!

Together with SIXT we organized the second edition of our Demo Ride with Mr. Belt & Wezol and the Spinnin’ Talent Pool during ADE. The Demo Ride is a concept where Mr. Belt & Wezol drive around in their car and listen to demos to give feedback on that young music producers submitted to them. The SIXT Demo Ride was held in the city of Amsterdam for five days during ADE in a SIXT branded car where Mr. Belt & Wezol listened to the best demo’s that were submitted to the Spinnin’ Talent Pool Demo Drop contest. This concept allowed the SIXT branded car to be seen by thousands and thousands of ADE visitors over the span merely of five days.

To set up the Demo Ride we needed demos. Thus, we hosted a contest where we asked Spinnin’ fans who are producers to upload their own tracks to the Spinnin’ Talent Pool for Mr. Belt & Wezol to give feedback on. We involved the Spinnin’ fans who aren’t producers also by letting them vote on the tracks they liked the most. Both the producers and the non-producers were able to win two flight tickets to Amsterdam, a night’s stay in a hotel, and access to Mr. Belt & Wezol’s ADE party. The Talent Pool producer that was the lucky winner of the trip even got to ride along in the SIXT car to get live feedback on his track!

After the contest was over, Mr. Belt & Wezol selected their favorites of the submitted tracks, based on their liking and the votes, to give feedback on during the Demo Ride. To help give feedback they even invited a different guest DJ for every day of their demo ride. The guest DJ’s were none other than Sam Feldt, Lucas & Steve, Mesto, Justin Mylo, Mike Williams, and Brooks! All of this was filmed and uploaded to YouTube, which meant even more online exposure for SIXT. By doing this we combined online with offline and created an enormous opportunity for SIXT to connect with thousands of people in their young target group they wanted to reach.

The results of this year’s campaign showed an amazing growth in comparison to the 2016 edition. In 2016 296 demos were sent in and in 2017 this was almost doubled with 591 demos. The total amount of views on YouTube was also almost doubled, from 137,000 to 267,000!