Universal Music conducts U2 contest with Dose.ca
By Adnews Staff
Universal Music has begun a promotion with CanWest MediaWorks youth-oriented website Dose.ca in support of a new album by rock group U2. The site will be the exclusive Canadian host of an online scavenger hunt to promote the album, called U218 Singles, which will be released on Nov. 21. The two-week contest, called “Hunt the Lyric,” began on Monday. Participants must search for excerpted U2 lyrics on a collection of international websites, of which Dose.ca is one. Clues posted at the band’s own site, U2.com, will assist participants in their searches. “Our search for a strong online entertainment partner with extensive reach into our target audience is what led us directly to Dose.ca,” said Michelle Mearns, associate manager of digital artist marketing at Universal Music Canada.