Spark set up a cross-promotion between superstar artist Ke$ha and Education First (EF).
EF students throughout the world chose Ke$ha’s single “Blow” as the “EF Summer Song 2011”.
When EF, the world’s largest private education company, asked their students on Facebook to name their favourite pop artist, they chose global superstar Ke$ha. EF and Ke$ha then invited students to create their own dance video to her single “Blow”. The song was featured as the summer anthem at all of the student parties and events at EF International Language Centers worldwide.
“I want my fans from around the world to dance to my new song “Blow” and participate in the competition for the “EF Summer Song 2011”, said global superstar Ke$ha who recorded a special video message for all contestants.
The winners of the dance competition had the opportunity to record a professional dance video with a professional choreographer. Additionally, they were VIP guests at the “EF Summeranza” student party at Kempton Park outside London on July 14, where they performed their dance routine in front of thousands of people.
The platinum winning Ke$ha herself was there to rock the party with her chart-topping dance hits, performing a full length concert with her band.
“Young people love Ke$ha’s songs and we are very excited to be collaborating with her,” said Mats Ulenius, Marketing Director at EF. “When studying abroad with EF, the language learning continues outside of class. Students experience a new culture, meet new friends from all over the world, and sing and dance along to popular songs like Ke$ha’s current hit single “Blow” at our student parties.”
Ke$ha ended her video message with these words of advice for the contestants: “Blow me away!”
Spark set up the entire cross-promotion with Ke$ha’s record label and her management. Spark also secured Ke$ha to perform on July 14th at the EF Summeranza Party at Thorpe Amusement Park/ Legoland in the UK.