Mediamark has announce that it has successfully brought Tiger Wheel & Tyre on board for its Rugby Championship Game Plan campaign that launched simultaneously on Jacaranda FM and East Coast Radio last week.
“This project showcases how it is possible to seamlessly integrate on air as well as digital elements,” says Ian Drummond, head of convergence at Mediamark. “The campaign aims to generate great content for its regional station which in turn should lead to increased time spent listening (TSL) and more unique browsers online.”
With the Rugby Championship currently underway, Mediamark understood that rugby would be a talking point. The Mediamark sales team went out looking for a promotion to run on Jacaranda FM and East Coast Radio that could really engage listeners as well as offer Tiger Wheel & Tyre an opportunity for branded content and online exposure by using Mediamark’s multi-channel platforms.
“We used various elements on air and online ensuring that Tiger Wheel & Tyre would have an amazing immersive experience with the Rugby Championship event with listeners who are able to interact as well as be informed,” says Drummond. “Mediamark is the hub where the idea and concept is born and we use various content providers to bring the entire concept together.”
The campaign contains powerspots, on air contests, Facebook and Twitter content, a home page take over (24 hour exposure on the station home page), interactive polls and even a column by rugby player Cobus Visagie.
Tiger Wheel & Tyres’ Rugby Championship Game Plan will run until 8 October.
