Virgin Radio has teamed up with Twentieth Century Fox to promote the new film 28 Week Later. Listeners will have 28 seconds to name 28 things in a random category to win a share of 28 weeks worth of holidays. The campaign will run online via a microsite, and on-air.
The guys at Twentieth Century Fox are pretty happy with this mechanic, as Charlie Clapham, Promotions manager says: "We wanted to create a real talking point with this campaign. Having worked with Virgin Radio on a regular basis, we knew the brief would end up being creative and achieving real stand-out.”
“Branded content encourages people to go and see the film themselves and shows exactly why radio is so popular among advertisers in the entertainment sector,” said Nick Hewat, Sales Director at Virgin Radio.
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