pirates-caribbean-albumClient’s need:

The client wanted to build awareness of the release of the new Pirates of the Caribbean soundtrack and use the theatrical release to generate family interest in this album.

The soundtrack’s core-demographic was tweens, teens and parents.

Our solution:

Fun Kids is an ideal choice for promoting music as we are primarily a music radio station which means we have a great understanding of what children of different age groups enjoy.

We also find our audience trust us immensely with our musical judgement and curation. This means that when we promote music on Fun Kids our audience value our opinion and want to engage with the product.

We promoted the soundtrack by creating a multi-platform ‘Pirate Takeover’ of Fun Kids.

behindthescenes-pirates-screengrabThis included:

  • a 3-day on-air takeover which included sponsor tags and adverts throughout the programming,
  • an online takeover that ran over a two week period including banner placement.

This meant the client’s product was unmissable on Fun Kids and gained huge presence amongst our audience.

The results:

The on-air activity reached over 180,000 listeners through DAB Digital Radio and online streaming.

Online there were 2,500 pageviews of the Pirates of the Caribbean pages and over 100 clicks on the buy links.

We also created an exclusive online page where users could preview the sountrack, and average time spent on this page was 2 minutes higher than the site average, demonstrating direct engagement.

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