Great presentation at today’s Social Media Marketing & Monitoring conference in London (#smm11) from @JonMorter who was the guy behind getting Rage Against The Machine to Christmas No.1 spot in 2009 and beating the corporate might of X-Factor to the punch.

The SlideShare deck is below and it takes you through what he with agency @big_other did. What’s interesting is that he had tried before to beat the X-Factor using Rick Astley in 2008. He effectively tried to RickRoll 2008 X-Factor winner Alexandra Burke, but that year the show proved unstoppable. However, in 2009 it was a different story. Morter came back around for another try. He learned from his mistakes, learned the ins and outs of Facebook and encouraged the use of the ‘Share’. Also out was Rick Astley. Rickrolling alone wouldn’t do it. The campaign needed something  else. Of course, he did have help from Simon Cowell, who wasn’t best pleased, and raised £100,000 in the process for homelessness charity Shelter.

It was a campaign that in the end managed to sell 502, 672 copies of Rage Against the Machine’s ‘Killing in the Name’ to take it to the number one spot compared to Joe Mcelderry for the X-Factor’s 450,838 – good video of the song below and a interview.