Brazen and PushOn have been making beautiful music together - or at least encouraging others to get to it - in an effort to market the i30 hatchback for car manufacturer Hyundai.

Brazen was brought in to help promote the model to young audiences and enhance its 'street cred'. The agency's Brazen Productions experiential arm then teamed up with fellow Manchester firm PushON to create the 30beats online campaign.

Launched this week www.30beats.co.uk encourages 'bedroom djs and wannabe music producers' to download recorded sound samples from the car (the boot closing, engine revving etc) and then mix their very own dance floor fillers.

The best track, as voted for online by the public, will net the winner his or her very own Hyundai i30.

Those eager to see what is possible can check out the work of DJ Krysko below, who Brazen brought in to capture the essence of 30beats.

Tom Barnard, PR manager for Hyundai, explained that the firm were looking for "something totally different to drive sales of the i30", noting that this fresh approach created the "wow factor" and should help "in this challenging year for car sales."

www.pushon.co.uk

www.brazen-world.com

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Comments (10)

2  By Paul Fabretti , on 24-07-2009 11:37 A really, really good piece of work guys. Well impressed.    @The Baron - agreed, word needs to get out about this (i'm doing my bit!).    It's an involved kind of competition true, but what a Prize and to the right audience this is a really engaging promotion. Report

3  By Andy , on 24-07-2009 11:53 Nice footage of Spektrum at Sankeys - saw Derrick Carter do an awesome set up there a couple of months back. Is that Krysko on the ones and twos? Report

4  By Nigel Hughes , on 24-07-2009 17:49 What is this crazy music all the kids are listening to now? Report

6  By Simon Wharton , on 24-07-2009 19:14 We thought that the prize in this was so compelling that we could ask a lot of the people who enter. We may lose some people with that. Hopefuly it results in entries that have heart and soul in them. We then move on to voting, where that quality should shine through. At least, that's the plan.  Bethel, I appreciate what you're saying and I quite expected some negativity, but you do miss the point. Even if this were an SEO project, the impact of the inline code is limited. I've done the debate about open source platform vs custom and will happily continue it, but only in the pub.    This campaign is more about the idea and engagement. Time will tell whether it works. Report