Spark orchestrated a successful international cross-promotion between Shakira and EF.
Grammy award winner Shakira, who has sold close to 50 million albums over the course of her career, launched her ninth album “Sale el sol” hot on the heels of her worldwide smash “Waka Waka” and her single, “Loca”. The album marked a return to the unique sound and style that defines Shakira’s music.
“We wanted to do something special for Christmas and the winter holidays this year”, says Mats Ulenius, Marketing Director at EF Education First. “As the world’s largest study abroad organization, we want to give young people an unforgettable trip abroad. It’s great they’ll get to meet Shakira. She is a fantastic role model; she grew up in Colombia and has become a truly global superstar singing in Spanish and English, and sometimes other languages”, he added.
The five competition winners flew to meet Shakira in Zurich, Switzerland. And when the winners got back home, EF offered them each a DJ party for them and all their friends.
EF Education First ran the competition in 43 countries around the world from December 1st to December 25th 2010, via social media and selected mailings and emailings.
Spark set up all aspects of the cross-promotion between EF Education First and Shakira.