Ibiza Rocks

As exclusively revealed in my I'm with the b(r)and article for Media Week, Sony Ericsson is bringing the Balearics back to the UK this summer with four Ibiza Rocks parties. Now, here's the detail:

Agency Iris Experience has developed what I believe to be a unique advocacy driven ambassador programme. A competition has been launched via online music community Xtaster to invite budding promoters to submit their ideas on how they would host the ultimate Ibiza Rocks party. The winners will receive full support to bring alive their very own random rock-fest. Sony Ericsson will also challenge each winning host to capture the action on Sony Ericsson handsets.

Highlights from the parties will be seeded through a network of more than one million youngsters via mobile and online social networking sites, where the best party and content will be voted on. The party hostess with the most-ess will be rewarded with a trip to the Ibiza Rocks closing party with five mates.

Also, starting on 21 July, Channel 4 and its digital offering 4music will run weekly half hour long shows broadcasting footage of the gigs, behind the scenes interviews and action from the island. Iris Experience has also created a social network style microsite off-shoot and online seeding programme as part of the campaign's digital strategy. A digital input has seen the four-year-old Ibiza Rocks event brand come of age.