National radio station Smooth Radio, part of Guardian Media Group (GMG), is launching a new online advertising and social media campaign this week.
The digital drive is a continuation of the station’s offline campaign featuring Smooth breakfast show presenter Simon Bates that has been running since May in the North West and Midlands.
The geo and demographically targeted digital advertising campaign, created by Smooth’s digital agency partner Code Computerlove, will focus on attracting new listeners in London with a set of banner ads placed on network sites, Facebook and national newspaper sites.
The campaign promotes Bates’ famous Golden Hour, which many Smooth listeners and target audience will have grown up listening to during the presenter’s 16-year stint on Radio One and which is now a key feature of the Simon Bates Breakfast Show on Smooth Radio.
The adverts invite online audiences to play the Golden Hour Game, a Facebook app offering the chance to win £1000.
In addition to standard display ads, an expandable banner gives users the option to play the game live from the expandable banner and enter the prize draw, meaning that they do not need to navigate from their web page in order to take part.
Entrants have to guess the year against the clock and are given three music clues; the fewer the clues the quicker the time. A leader board is also displayed on the Facebook app and entrants are invited to challenge their friends to play too. People can play as many times as they want and results are posted on their Facebook wall. The competition runs until 01.10.11.
Jonathan Gillespie, GMG Radio’s Group Commercial Director, said, “Digital channels offer a major opportunity for Smooth Radio as such a large number of Smooth Radio’s target demographic is now online. Moreover, the 40-59 year old audience is the fastest growing demographic on Facebook, making social media the perfect platform for us to embrace.
“The promotion mechanism will not only help us to increase our Facebook fan base and travel through social spaces, but will drive brand awareness, promote an understanding of the music that can be heard on Smooth Radio and reinforce our enviable line up of some of Britain’s most loved radio presenters, including Simon Bates, Pat Sharp, Mark Goodier, David Jenson and Emma B.
Gillespie added “The new promotion will appeal to all of our audiences already online in a fun and engaging way that they will want to share with others.
“We have already seen strong audience growth in London for Simon’s new breakfast show and we hope that this targeted push will add many more listeners.”
http://www.facebook.com/smooth.radio?sk=app_203161116402088
http://www.smoothradio.co.uk
http://wwww.codecomputerlove.com