Case study - the real radio renegade - scotland
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The document describes a radio promotion called "The Real Radio Renegade" in Scotland that took place in May 2012. It involved a "fugitive" hiding around Scotland with 贈100,000 in cash. Listeners had to find the fugitive and say the exact phrase "Are you the Real Radio Renegade?" to win the money. The promotion was supported through online and social media channels, with clues posted on Facebook and Twitter. It resulted in over 164,000 conversations on social media, 46,000 unique commenters, and a tenfold increase in referrals to the radio station's website.
Case study - the real radio renegade - scotland
- 1. The Real Radio Renegade - Scotland May 2012 Ben Stroud
- 2. The Concept A fugitive is on the run throughout Scotland with cash! If you catch him or her, you win the cash they are carrying 贈100,000 given away over the course of the month The catch? If you dont say it, you cant win it To win the prize, you must say Are you the Real Radio Renegade? Nothing more, nothing less If you dont say the phrase EXACTLY, you dont win Supported online, on-air and on social media
- 3. Consolidated social media efforts that tied in our Facebook
- 5. The #RRR hashtag Picked because of its simplicity Easy to type on a phone on the go!
- 6. Clues posted to social media Cryptic clues and photos where posted to each profile our audience were encouraged to follow us on Facebook or Twitter to get the latest clues and updates
- 7. Sponsor This branding also fed through to our sponsors, Arnold Clark
- 8. Outcomes 164.1k conversations around the Renegade on social media channels - an increase month-on-month of 361% 46.3k unique commenters meaning that each participant engaged on average 3.5 times with us. 19.5m Facebook impressions by 1.1m participants 1.6m viral impressions 219 Retweets Tenfold increase in referrals through to the Real Radio Scotland Website from Facebook & Twitter
- 9. Thank you Ben Stroud www.thewhatnoise.com @ben_stroud (Twitter) Ben.stroud@gmail.com
Editor's Notes
- Branded pageBrand and concept created by Ben Stroud and David Eckersall at GMG RadioThe Real Radio logo was altered for the duration of the competition
- Branding carried over to Twitter giving all of our digital platforms a consistent look and feel. Brings you into the world of The RenegadeSponsor prominently placed
- It was important to pick a hashtag that was easy to use and understand for our audience. Many of them check their phones whilst out Renegade Hunting, and our fans often coordinate to give one another clues as to where the Renegade is hiding.The #rrrhashtag quickly became an open community where our audience shared tips, clues and asked questions.
- Cryptic clues and photos where posted to each profile our audience were encouraged to follow us on Facebook or Twitter to get the latest clues and updates.
- This branding also fed through to our sponsors, Arnold Clark, who used their social media pages to co-promote the event.
- *Impressions: The total number of times any Facebook user (fan or non fan) could have potentially seen any content associated with your Page in their News Feed or Ticker or by visits to your Page directly. Users: The number of unique users (fans or non fans) that have seen an any content associated with your page.