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 playlist= Promoted Trend
Finding the right hashtag
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
MONITORED, OPTIMISED, REFRESHED.
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)
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
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