When you run out of marketing ideas, what do you do? Emap's answer is to let the listeners do it for them. Kiss listeners will be asked to upload user generated content including images, music and videos to totalkiss.com to create a 30 second video themed around ‘What Kiss means to me’.
Working in partnership with the Yahoo-owned site Jump Cut, Kiss Life is the first time Kiss listeners have been given control of the station’s marketing. They will join forces with viewers to Kiss TV and clubbers from UK-wide Kiss club nights, to create a set of personalised brand portraits.
The Kiss Life site will enable everyone to upload their videos and photographs and will provide free-to-use technology allowing people to edit and mix their content with music to create their unique brand portrait. To get people started there will be lots of Kiss footage pre-loaded on the site alongside tracks from Kiss DJ’s including Jay Cunning, Steve Smart and The Loose Cannons.
Steve Parkinson, Managing Director for Kiss, said: “We always strive to be ahead of the pack and for the last year we have been putting listeners at the heart ofeverything we do. Asking them to create our advertising takes user generated content to the next level. It is a natural evolution to put our advertising into the hands of our consumers, giving them the tools to truly create our next advertising campaign.”
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