SPIN 1038 Cross Platform Case Study (incl Facebook)

Client: Universal Pictures Ireland

Product:

Platforms Used:

• On Air• Online• Facebook Promotion• iPhone Application Branding• MYSPIN - VIP Newsletter Email

Background

SPIN 1038 is No.1 in Dublin for Cinema Goers – Reference Media Star

To promote the launch and Red Carpet Premier Screening of Universal Pictures new movie “Paul” SPIN 1038 put together a fully integrated promotional package using a mix of products available from the Spin 1038 portfolio.

The target audience for “Paul” was 15-34’s, a mix of activity was designed that would reach the largest possible proportion of this audience wherever they were consuming SPIN 1038, be it Listening On Air, Online, Social Networking, On the Luas or Bus Via their iPhone App or at work via their email.

This target audience are living in a society which demands instant gratification. They want to text and win or click and win. They do not want to have to jump through hoops and have to wait for information. Therefore, it was vital when constructing the below package that we made it as easy as possible for them to enter on whatever platform they chose, while doing this still detailing other simple methods of entry.

Details of each entry method detailed below.

This mix included 1. 1 Week Long On Air Promotion

Daily Reach of 140,000 Adults

2. Dedicated Competitions Page on SPIN1038.com 462,000 Page Impressions Per Month

3. Facebook Promotion – Dedicated “Paul” Tab on SPIN 1038 Facebook Page60,123 Facebook Fans

4. iPhone App Branding on SPIN 1038’s iPhone App72,378 downloads

5. Fully Branded MYSPIN Email Newsletter 12,198 Subscribers

2. Competitions Page on SPIN 1038.comA bespoke “Paul” Page was created using artwork from the movie and detailing all of the required information about “Paul” for the client ( Release date, Cert Actors etc). It also gave further details about how and when users could win tickets and a trailer of the movie.

1. Week Long PromotionA week long On-Air promotion was developed with simple mechanic to allow ease of entry and increase engagement. The cue to call used was an audio clip from the movie

The Promotion Ran across 2 Prime time shows:

• Breakfast: Fully Charged with Ryan and Tracy• Drive Time: SPIN Hits with Steve K

The following credits were given:

• 5 X Pre promos per day x 2 days• 5 X Promos per day x 5 days • Min of 3 Live mentions per day

Film Artwork

Copy with Competition Details

Embedded Trailer

3. Facebook PromotionA dedicated Tab was developed on SPIN 1038’s Facebook Page

As detailed previously, listeners could enter the competition to win tickets by listening out for the cue to call. To integrate the promotion further presenters also gave details of further opportunities to win by clicking on the “Paul” page on SPIN 1038’s Facebook. The Mechanic used to drive entries was simple – just leave us a comment. 1 winner was then selected each day at random.

A total of 437 entries were received over the course of 1 week.

Impressions

3. Dedicated Facebook Page Within the Facebook package the client receives 2 dedicated Status updates per day.

These updates were designed to engage the Facebook user with specific questions to encourage comments. These post are monitored closely by the internal team and details of page impressions are given to the client post campaign

For the “Paul” campaign a total of 155,591 page impressions were generated via the status updates. This means each Facebook user was exposed to “Paul” Status updates over 2.5 times during the week alone.

All artwork was developed in house.

Custom Facebook Tab & Artwork

Embedded Trailer

Release Info & Competition Details

Share Button

Fan Comment List

Dedicated Tab

4. iPhone App Activity SPIN 1038’s iPhone has over 72,000 Downloads and is consistently the No.1 Dublin Radio App on iTunes.

A fully branded bespoke page was developed within the App for “Paul” where users of the iPhone app were given details on the movie release date and by clicking the panel users could also watch a trailer of the movie.

All development is done in house

Paul branding and clickable trailer was fully integrated into the App and ran in symmetry with the on air activity

No other branding or promotional activity took place within the App at this time.

5. Fully Branded “MYSPIN” V.I.P Members Email

MYSPIN is an exclusive club where listeners sign up to receive exclusive offers and station promotions before it’s announced on air.

12,198 members received a completely bespoke email on “Paul”. The email detailed all the required client information (Release Date, Cert, Lead Actors etc) and the requested blurb on the movie.

The email also gave users another opportunity to view the trailer and to win tickets to the Premier of the movie by answering a very simple question.

Branded Panel

Other Recent Facebook Activity

Ticket giveaway for European Premiere of Justin Bieber movie ‘Never Say Never

Large number of comments

Vodafone BlackBerry Competition

Scanable QR Code to enter competition