The client wished to build awareness for the new Muppets soundtrack, Muppets: Most Wanted, and drive sales.
To promote the soundtrack in an exciting and engaging way for our listeners we launched a 2-week multi-platform competition to find which Muppets character really is the most wanted!
Kids got the chance to get in touch and go out on air to say which Muppet was their favourite and why they should win, culminating in a special programming feature where we counted down the Top 10 most popular Muppets and announced the competition winners.
Presenters encouraged participation by talking up their own favourites, as well as delivering key commercial information about the OST release. And with the prizes being copies of the soundtrack, this kept the whole campaign firmly focused on Muppets: Most Wanted OST.
This campaign created continuously fresh audio with content that appealed to and engaged fellow children, all centred around the release.
Listen to an example here:
To drive direct exposure for the soundtrack alongside the competition we ran a 45-second preview advertorial including clips of the tracks.
This was all supported with extensive online activity including:
- Branded individual character pages to help our audience choose their favourite Muppet
- Dedicated page counting down the top 10 most wanted Muppets
- Carousel placement on the homepage
- Site-wide banners
The on air activity reached over 175,000 listeners, delivering 2 million impacts.
Online activity delivered 122,000 impressions for the Muppets soundtrack on funkidslive.com and we had 179 clicks to buy.
Competition activity had 700 entrants and a database of over 300 parents we could share with the client for further targeted promotional activity.
And finally it was promoted in our weekly newsletter each going out to over 22,000 parents.