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3 Monkeys Amps | Ryan Cuthriell

2014 :: AAF RDU Gold Addy Award Winner


3 Monkeys Amps designs and handcrafts boutique guitar amplifiers. And these are not just your run-of-the-mill amps, either. We’re talking true, retro-tastic pieces of art that also crank out “The New Shape of Tone”, through superb vintage styling and premium hardware. The company (owned in part by Brad Whitford of Aerosmith) was looking for ways to increase their brand awareness while staying relevant to their prosumer guitar audience. Capstrat stepped in to do just that—concepting, designing and creating a custom web-based contest aimed right at their target demographic.


TheSixStringRiffOff.com is a Youtube-based video submission contest that allowed visitors to upload a 30-second video of their best original riff for friends, family and the general public to vote for. At the end of the 3 month contest, the ten contestants with the most votes were then judged by an all-star line up of rock ‘n’ roll greats: Eddie Martinez, Steve Stevens, Butch Walker and, of course, Brad Whitford. The top five all won great swag from various sponsors and the grand prize winner walked away with their very own 3 Monkeys’ Organ Grinder amp.


The results were amazing: 55,881 votes. And 75 user submitted videos—which is a lot considering that submitting required an extremely high level of engagement. First, contestants had to compose the song, record it perfectly, post it to YouTube and then get the word out to help influence public voting to get themselves into the finals.

The site saw 27,928 unique visitors. Of those, 26,590 were on desktop, and 1,338 were mobile and tablet views. Of those 27,928 users, 24,758 of them were international. That’s a huge splash considering the 3 Monkeys wanted to gain notoriety abroad as well as domestically.

Socially speaking, the Six-String Riff-Off was mentioned in 156 tweets, forming an estimated 179,010 impressions. Six forum posts and a few blog posts were also written about the contest, showing just how committed some of our contestants were.