Nicky Romero calls millions of fans to vote

DJ / Producer Nicky Romero’s latest marketing campaign uses CM Telecom’s Interactive Voice Response (IVR) platform and scalable webhosting to win votes. Romero is determined to improve his position on the DJ Mag’s Top 100 DJ list for 2014. The campaign is an idea from Protocol Management and realized together with User Experience (UX) and Product Design agency DARE TO DIFR.

Nicky Romero calls millions of fans to vote

Mobile Marketing Campaign

You will find a video of the 25 year old DJ in his home on the promotional website After entering your phone number he will pick up the phone and call you. Over the phone Nicky asks you personally to vote for him during the upcoming DJ Mag Top 100 election. The entire experience is a perfectly synced web video and audio phone call. Amazed? You should be!

IVR Marketing

“It is actually a clever combination of technologies”, explains web developer Peter Evrard. “At the moment the web software receives a new phone number it will start a video of Nicky calling you. When the call is established, CM’s Voice platform signals the website to play the video of Nicky talking and plays the audio file over the phone.”

“We had to produce this project on a very short time notice”, says Jerry Lieveld, chief creative and founder of DARE TO DIFR. “Protocol Management had the idea to globally activate the fans and we were asked to provide UI/UX design and do the technical implementation”.

Scalable hosting for streaming video

The marketing campaign was shared with Nicky’s millions fans around the world using social media. Many fans were eager to hear their favourite DJ asking them to vote. This generates a significant peak load on both the Voice handling system as well as the video streaming service. CM is able to build upon years of experience handling very large voice projects such as the Eurovision Song Festival voting. The platform is built to handle extreme spikes in requests. Lieveld: “We really see a rising global trend in campaigns using voice or SMS as methods for activation. CM was able to help out here and provide the technical backend to realize this in a short time.”

DJ Mag Top 100

In 2012 Nicky Romero was the highest new entrant on the DJ Magazine Top 100 DJ’s list. His success as professional DJ / Producer hasn’t remained unnoticed since, as in 2013 he managed to rise from 17 to 7 in the voting. This year he is determined to storm to the top of the list, using the technology from CM he can easily reach and mobilize his fans. Voting is possible until September 15th. The awards ceremony will take place during the Amsterdam Music Festival, on October 18th, 2014.

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