Radio Report: Innovative Promotions Drive Engagement

By Marissa Glasgow
Any brand can run a straightforward radio schedule, however this does little to engage with the listeners and the community that radio station creates and provides.
During June MediaWorks pushed the radio envelope with some great promotions.  Firstly, the Rock held a search for the Nation’s Favourite Chip with Bluebird.  After much taste-testing, DJ’s Robert & Jono chose the ultimate winner‘Cheesymite’ According to the lads this chip had a nice balance of ‘mite and cheese, plus a bit of a kick!
Overall the good people of NZ have been delivered the Nation’s Chip – even Prime Minister John Key was called on to provide some favourable words.  Unfortunately my favourite chip, Pavlova flavour, didn’t make it through!
This brand promotion really went way beyond the spot.  The Rock engaged with their listeners, they created excitement, got them thinking and talking about the product and most importantly provided a feel good factor.
We are also enjoying the current “Incredible Pringles Chicken Race”. With this, teams of 2 dressed up as chickens, hitchhike and performing tasks around NZ to win a cash prize of $10,000. The Edge created a specific website so you can track each team via GPS.
Isn’t that innovative!?

By Marissa Glasgow

Any brand can run a straightforward radio schedule, however this does little to engage with the listeners and the community that radio station creates and provides.

During June MediaWorks pushed the radio envelope with some greatchuppromotions.  Firstly, the Rock held a search for the Nation’s Favourite Chip with Bluebird.  After much taste-testing, DJ’s Robert & Jono chose the ultimate winner‘Cheesymite’.  According to the lads this chip had a nice balance of ‘mite and cheese, plus a bit of a kick!

Overall the good people of NZ have been delivered the Nation’s Chip – even Prime Minister John Key was called on to provide some favourable words.  Unfortunately my favourite chip, Pavlova flavour, didn’t make it through!

This brand promotion really went way beyond the spot.  The Rock engaged with their listeners, they created excitement, got them thinking and talking about the product and most importantly provided a feel good factor.

chup2We are also enjoying the current “Incredible Pringles Chicken Race”.  With this, teams of 2 dressed up as chickens, hitchhike and perform tasks around NZ to win a cash prize of $10,000. The Edge created a specific website so you can track each team via GPS.

Isn’t that innovative!?

And what is it with chips and radio at the moment?

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