DJ Hero & Zane Lowe

Big Fish forged a partnership with Zane Lowe, sealing Zane as the face of DJ Hero in the UK.

Business Challenges

Secure artist endorsement of the new DJ Hero product in the UK. This artist needed to be widely recognised yet credible, and would be used through the line to endorse and promote the product

Deliver pre-launch awareness amongst the target audience, identified as students and young working professionals

Acquire talent for the DJ Hero launch eventto play alongside the ambassador for the game in the US, namely DJ Shadow

Create compelling content to build recognition and brand fame within the digital space

Solution

Zane’s position as a recognisable broadcast DJ, coupled with his credible positioning as a live act, made him perfectly positioned to endorse and launch the brand to the UK. Zane worked with Activision for press activity and voiceover work, as well as acting as a consultant on the development of the game itself.

The creation of the DJ Hero Tour saw Zane Lowe play under the DJ Hero banner for 25 dates across the UK, ensuring the crucial pre-launch awareness amongst the target audience. At each event, DJ Hero received prominent DJ booth and venue branding, with visuals from the game being used on the stage screens as part of Zane’s performance.

Zane also played before an intimate audience at the DJ Hero press launch event alongside the US ambassador DJ Shadow. Through the Zane Lowe DJ Hero tour, Big Fish and Zane created several ‘behind the scenes’ exclusive video content pieces for Activision. These content pieces were posted on zanelowe.com, djherotour.com and were pushed out through social media.