#nowplaying@absoluteradioLaura Tannenbaum (@iAmLauraT), Brand Marketing Manager
82% OF OUR AUDIENCE LISTEN VIA DIGITALPLATFORM            82%
THE CHALLENGE Incentivise trial of the station Raise awareness of our musicTHE SOLUTION  A competition based around our pl...
Finding the right hashtag
#NOWPLAYING
MECHANIC Own popular #nowplaying hashtag for 24 hours Give away £250 every hour for 24 hours. To enter to win users had to...
PRE-PROMOTION
MONITORED, OPTIMISED, REFRESHED.
THE RESULTS             8.5m                            2,500  Trend Impressions                       New FollowersNumber...
RADIOPLAYER AND MOBILE LISTENINGINCREASED           7%
Mentions of Florence & The                 Machine                          50                               100          ...
KASABIAN                       500                       450                       400                       350Mentions o...
Mentions of The Rolling Stones                              100                                    200                    ...
KEY TO SUCCESS Natural discovery and organic trends fuelled the viral nature of the campaign Twitter and radio are both im...
#thankyou
Twitter presentation  Absolute Radio - Laura Tannenbaum - Brand Marketing Manager
Twitter presentation  Absolute Radio - Laura Tannenbaum - Brand Marketing Manager
Twitter presentation  Absolute Radio - Laura Tannenbaum - Brand Marketing Manager
Twitter presentation  Absolute Radio - Laura Tannenbaum - Brand Marketing Manager
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Twitter presentation Absolute Radio - Laura Tannenbaum - Brand Marketing Manager

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Twitter presentation Absolute Radio - Laura Tannenbaum - Brand Marketing Manager

  1. 1. #nowplaying@absoluteradioLaura Tannenbaum (@iAmLauraT), Brand Marketing Manager
  2. 2. 82% OF OUR AUDIENCE LISTEN VIA DIGITALPLATFORM 82%
  3. 3. THE CHALLENGE Incentivise trial of the station Raise awareness of our musicTHE SOLUTION A competition based around our playlist= Promoted Trend
  4. 4. Finding the right hashtag
  5. 5. #NOWPLAYING
  6. 6. MECHANIC Own popular #nowplaying hashtag for 24 hours Give away £250 every hour for 24 hours. To enter to win users had to listen and tweet the name of the artist that was #nowplaying on @absoluteradio Winners selected at random every hour
  7. 7. PRE-PROMOTION
  8. 8. MONITORED, OPTIMISED, REFRESHED.
  9. 9. THE RESULTS 8.5m 2,500 Trend Impressions New FollowersNumber of times #nowplaying was shown on Twitter homepage. As a consequence of trend. (Benchmark 7m) (Benchmark 1,389) 76k 4pMentions of #nowplaying and @absoluteradio Cost per Engagement (Benchmark 67p) (Benchmark 7,338)
  10. 10. RADIOPLAYER AND MOBILE LISTENINGINCREASED 7%
  11. 11. Mentions of Florence & The Machine 50 100 150 200 250 300 350 400 450 016/02/2012 Midnight 01:00:00 02:00:00 03:00:00 04:00:00 05:00:00 06:00:00 07:00:00 08:00:00 09:00:00 10:00:00 11:00:00 12:00:00 13:00:00 FLORENCE + THE MACHINE 14:00:00 15:00:00 16:00:00 17:00:00 18:00:00 19:00:00 20:00:00 21:00:00 22:00:00 23:00:002012-02-17 Midnight
  12. 12. KASABIAN 500 450 400 350Mentions of Kasabian 300 250 200 150 100 50 0 1
  13. 13. Mentions of The Rolling Stones 100 200 300 400 500 600 0 16/02/2012 Midnight 01:00:00 02:00:00 03:00:00 04:00:00 05:00:00 06:00:00 07:00:00 08:00:00 09:00:00 10:00:00 THE ROLLING STONES 11:00:00 12:00:00 13:00:00 14:00:00 15:00:00 16:00:00 17:00:00 18:00:00 19:00:00 20:00:00 21:00:00 22:00:00 23:00:00 17/02/12 Midnight1
  14. 14. KEY TO SUCCESS Natural discovery and organic trends fuelled the viral nature of the campaign Twitter and radio are both immediate and reactive platforms = powerful, flexible and real-time campaign Twitter gave us the ability to have a two-way conversation that no other medium could have given us Immediacy we wanted at scale we needed
  15. 15. #thankyou

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