The client wanted to promote the special release for World Book Day, The Diary of Dennis the Menace: World Menace Day, and promote the entire catalogue of books.
Building on the excitement of World Book Day, we ran a unique campaign celebrating World Menace Day! This included:
Menacing multi-platform competition across 2 weeks where we got our audience to tell us what Menacing School Rules we should have on World Menace Day. Kids regularly got the chance to tell us their menacing ideas on air, creating continuously fresh, engaging content around the new book.
Station Take Over for one day where we celebrated our every own World Menace Day. Every hour, we played out Menacing Day Rules suggested by our audience, supported with branding across our online platforms.
BeanoTown Sponsorship – every Saturday and Sunday we have an exclusive 2-hour BeanoTown show. Reaching the perfect audience for the book series, we delivered a 4-week sponsorship of the show.
All of this core activity was supported with regular presenter promotion, extensive online activity, plus promotion in our weekly newsletter and a bespoke mail out to our parent database.
As added value, we also set up an interview with author, Stephen Butler, to talk about the books, broadcast on air and available as a free podcast.
World Menace Day went on to be the most successful book for World Book Day 2014.
The on air campaign reached over 482,000 listeners, delivering 6.9 million impacts. On air activity included a range of presenter talk-ups, kids on air, sponsor messaging and an airtime campaign providing multiple ways to engage our audience.
The online activity delivered 270,000 impressions, reaching 69,000 unique users. The books were also promoted in our weekly newsletter, plus a bespoke mail out, each going out to 30,000 parents.
There were over 400 entrants for the competition with over 200 parent opt-ins that we could share with the client.
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