A viral internet campaign has been looking to topple the 4-year domination of the singles chart Christmas number 1 spot (a big deal over here) by the X Factor (a UK ‘make a pop star’ type TV programme) by getting people to buy ‘Killing in the Name’ by Rage Against the Machine instead. The X Factor’s recent winner, Joe McElderry, is pitching a cover of ‘The Climb’ (originally sung by Miley Cirus).
The campaign’s doing pretty well:
- the FB group has ~850k members, and
- as of Wednesday RATM had ~250k sales vs ~215k for Joe
- big UK media coverage and backing by other artists
RATM were briefly odds on to win, but the bookmakers are now favouring Joe again and I agree:
- the majority of people who want to buy either single online, whether or not for campaign purposes, will have done so already
- Joe will get a big boost of CD sales on Saturday (likely ~200k) when people do their final Christmas shopping, whereas RATM won’t
My question is: What should the RATM campaign do to win now?
It’s got 2 days to pull something out of the bag and, if it does, this would be one of the best demonstrations of the power of social media yet (I do musically prefer RATM, but I’m not asking about taste, symbolism or record labels here).
A group has just been started to try to get people to do mass downloads on Saturday to counter Joe’s CD sales, but I don’t think that is likely to get far enough. To win they need to mobilise a new part of the market.
So, any ideas?