Def Jam plans push for Ludacris single

Music labels Def Jam and Mercury Records are launching an integrated web and text campaign to support a single from R'n'B act Ludacris.

The single, called Roll Out, will run exclusively as a limited-time download on dotmusic, BTopenworld's music portal. It will also feature on dotmusic's home page and in an email to 30,000 users.

The wider campaign will see posters and press ads drive fans of the singer to a micro-site, which will give them a chance to win branded merchandise.

The microsite (www.ludaprize.com) was created by digital design agency Holler. On registering, users will get three spins of a dog called tombola. They will also be able to register for a mobile phone prize draw by texting 'Def Jam' to a special mobile number.

Leo Wyndham, new-media manager at Mercury Records, said: "The purpose is to keep building the database for Def Jam, which comes through Mercury in the UK. Unlike other labels, Def Jam is a brand in its own right and this campaign will contribute to brand awareness."

The campaign will run for a month to build awareness of the single's release on 10 June.

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