Capital FM: 2010 Summertime Ball
ARCHIBALD INGALL STRETTON…
CLIENT • Capital FM
THE TEAM • Brochan Watts, Frank Freeman, Kylie Lewis, Damian Bos, Geoff Gower, Mihir Rughani, Elena Mayoral, Pete Carlton.
WHAT IS WONDERFUL ABOUT THIS WORK? • Regular listeners love Capital FM. And they're avid social networkers. So instead of conventional media, we used these brand evangelists. We created a viral buzz with countless millions reached. This saw over 80,000 entrants recruit 256,000 friends from 150 countries.
OBJECTIVES • Help promote the Capital FM 2010 Summertime Ball. Attract new listeners by creating a huge buzz about this event.
STRATEGY AND TARGETING • Capital FM already had a very popular Facebook fan page (25,000+ at the time) and a very social media-savvy target audience, who were comfortable interacting with friends and colleagues using social networks. We used this knowledge to get them to create a viral buzz about our competition for us. We created a social media-led creative strategy to engage existing customers and attract new listeners to Capital FM through our competition and Facebook page. Our competition was announced on air once each Monday morning, giving listeners the opportunity to visit our microsite and win Golden Circle tickets. By getting 50 visitors to their unique page, by registering and promoting the campaign on social media, and solving a visual puzzle, listeners could win exclusive Ball tickets. Entrants needed to use all their social networking skills to recruit friends and we gave them the mechanics to do so. By changing the ‘hidden artist’ each week, we kept an increasingly large audience engaged over the four-week period, giving them reasons to enter again and continue to spread the news. The competition was also supported by posts on Capital FM's Facebook page.