Want to pocket a swift £500 on a chill weekday evening? Turn on Geoff Lloyd's Hometime Show on Absolute Radio on a weekday evening and Geoff and Annabel will offer you 500 quid if you floor them with an interesting idea on what you'd do with the money. This one's courtesy a brand association with Diageo Premix Cans. No, I'm not hawking the show or the competition. What I'm leading to, though, is a possible brand integration for Diageo Premix Cans on the show, a tad more engaging.
Here goes... Absolute enjoys an audience of discerning radio listeners who know their music. Diageo wants to acquaint the 25-44 year old audience of Geoff's show with its lineup of Premix Cans as an accessible and convenient choice to wind up with after a long day. Take a stripped down version of a hit song and break it down into individual elements of the track, isolating the rhythm section, the percussion, the bass riff, the backing vocals and the lyric itself. Every hour on each evening show, feature one track in its dissected parts, playing a different element from that same track in each hour. Preferably, leave the lyric for the last hour, as it would be the dead giveaway. Invite listeners to identify the track if they can and get in touch with the show with their responses. Maybe you could beef up the stakes a bit. The earlier a listener cracks the track, the better the prize. A right answer and you earn the £500 and the track in all its mixed glory. Well earned like the simplicity and convenience of a Premix can. Unique brand fit into on-air campaign ✔
Engaging idea provoking listener interaction ✔
Brand recall ✔
Music experience ✔
500 quid for this concept. ✔??
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