I’ve always wanted to do a radio competition like this!
Following on from the Valentines Day promotion, I took on another SPI project with Black Country Radio, this time working with Intu Merry Hill; one of the biggest shopping centres in the midlands.
Intu Merry Hill wanted to promote their nomination for the What’s On Readers Guide Awards, taking a ‘community’ aspect/route to gain more votes than other midland rivals. This is the type of promotion a community station, such as BCR, can thrive with. Arguably working better for the client than using a commercial radio station.
I put together the campaign with this in mind, therefore the ‘Secret Sound’ itself was from within Merry Hill Intu. A video was also produced with the sound featuring within it, (Very sneakily).
When scripting the live reads to tie all this together, I highlighted that it was of the utmost importance that it was delivered in a ‘casual’ way by presenters, as if mentioning to a friend about the What’s On nomination. This was done so that it didn’t seem too ‘needy’ or ‘forceful’.
Secret Sound Online
The competition itself lasted longer than expected, with listener entries growing the longer the competition lasted, with phenomenal engagement numbers for a station of BCR’s size.