Raging Against The Music Machine Using Twitter and Facebook

A humorous Internet campaign helped push an unlikely song to the top of the Christmas charts in the UK.

Simon Cowell had much to jingle his bells this year with the results of the UK’s much-anticipated No. 1 single on the Christmas charts, a place predictably reserved for X Factor winners from years past.  Part-time rock DJ, Jon Morter from Chelmsford, decided to humorously campaign to encourage people to buy the song, ‘Killing in The Name’, which ironically involves the lyrics ‘ I won’t do what you tell me to do’, and was initially released in 1992 by Californian rock band, Rage Against the Machine.  Last year, Morter had tried to beat Rick Astley’s Never Gonna Give You Up on the Christmas charts but was beat by 2008 X Factor winner, Alexandra Burke.  This year, on 15 December Morter was this time supported by comedian Peter Serafinowicz who asked his 268,000 Twitter followers to join in.  A Facebook page (featuring up to 520K fans) was set up, further propelling his goals forward.  Joe McElderry, the 18-year-old winner of the TV talent contest, X Factor, eventually lost to Rage Against The Machine who had 500,000 singles downloaded in support, but winning second place behind them with only 50,000 less in sales. Simon Cowell phoned Morter direct to congratulate him on an imaginative and innovative marketing experiment, even offering him a job.

Rage Against the Machine have pledged the profits of the single to Shelter and are due to perform a free gig in the UK to thank buyers of the single.

[via The Guardian]

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