If Rihanna can, why can't radio?

Album releases are no more limited to high-decibel plugs about forthcoming release dates and radio airplay. The game has progressed to high-impact social marketing activity and frenzied fan-base involvement. There was Lady Gaga's 'Born This Way' album launch campaign via a two-week scavenger hunt in partnership with Starbucks, where users had to scan QR codes on in-store banners and decode cryptic clues for rewards in the form of Starbucks and Lady Gaga's album-related content. Then the Kaiser Chiefs let users create their own version of the band's fourth studio album 'The Future is Medieval' by selecting 10 of their favourite tracks from the 20 tracklist set, create their own artwork, then share the album via their social circles, and earn £1 each time someone picked up their version of the album.

Now Rihanna pushes this avenue a step further (as one has naturally learned to expect from her) with Unlocked, an interactive Facebook app that lets fans uncover bits and bobs of Talk That Talk, her next album. Which meant fans have been able to unlock the new Rihanna 'R' logo, the album's first single, the lyrics sheet, her new website, album cover and album release date. The premise is simple... each element is poised to open up when it amasses a substantial following. This in turn, results in building massive exposure with fans and virtually ensures listener uptake and possibly, even significant downloads and sales when the album is released.

Spark plug: Apply this approach to radio programming. An easy one would be to build hype for the airplay of a brand new track. A few days prior to the single's release date, offer listeners the chance to bring the release date ahead by expressing their eagerness in the form of social media likes, shares and tweets, voting for the song's early parole via the station website and call-ins and texts. Tantalise them further with a hook of the song on air and online which they can share with their peers. If the hype and expectation touches tipping point, maybe break the track on air a day before release?

Or you could drive big ticket giveaways on air by spreading clues across dayparts or hiding them online. And gradually let listeners uncover the clues and crack them to win. If the clues are engrossing enough and the giveaway enticing enough, you could sustain listenership across the day, build the listener base (via the website and social media clue extensions) and make your programming and brand association stand apart from generic radio clutter.

Just a couple of simple ways to unlock social interaction and cross-platform approaches on radio.