Absolute Radio is to run a breakfast promotion called the ‘Great British Roar’ with Mini in support of Team GB.
The airtime deal was conceived, negotiated and managed by Sam Fowler of MINI’s media agency Vizeum.
Vizeum has brought Absolute Radio and MINI together to offer VIP experiences at the London 2012 Olympic and Paralympic games by creating a competition that will see listeners submitting their messages of support for Team GB athletes.
The nine week radio activity will encompass a Breakfast Show promotion with Christian O’Connell, designed to communicate MINI’s creative theme, ‘It’s a Team GB Adventure’.
Christian O’Connell will ask listeners to record their own ROAR’s in support of Team GB and Paralympics GB for the chance to receive a call back from Christian the following week. A listener will be called at random and must answer their phone with a ‘ROAR’ to win one of five VIP Athletic Experiences at London 2012.
Each of the ‘ROAR’s recorded will then be mixed together to create one unique and epic soundtrack of support, which will be loaded onto individual iPods and given to each member of Team GB to inspire them to glory.
Sam Fowler: “The ability to deliver messaging in and around editorial content to celebrate team GB success has provided MINI with a unique way of communicating their Olympic association throughout the Games. By working collaboratively with Absolute, the result is a fresh idea which delivers against all of MINI’s key objectives”.
“The integrated media campaign will showcase MINI’s core games messaging: Said Louise Simkins, Branded Content Director at Absolute Radio. “The combination of once in a lifetime VIP ticket offers and the ‘Great British Roar’ campaign will really help to drum up some excitement across the summer”
The promotional activity kicks off on Wednesday 6th June and runs for nine weeks.
In March Absolute Radio announced that Johnny Vaughan will be hosting their games celebrations on Absolute Radio 5-7pm every weekday from 27 July 2012.