Absolute Radio is bringing back its #nowplaying campaign for two, week-long, promotions beginning 17th February and 10th March.
The Bauer station aims to drive awareness for their music by creating conversations around the hashtag. Listeners can win £250 every hour by getting involved.
The initial campaign, launched in 2012, lasted 24 hours and saw Absolute Radio become the first radio station in the UK to sign up to the Twitter promoted Trend service. Tweeters, who entering the competition became brand ambassadors, sharing the live updates of Absolute Radio’s playlist with all of their followers. This meant that bands like the Rolling Stones, Primal Scream, Snow Patrol and Blur began to trend, replacing the usual suspects of One Direction and Justin Bieber – something the station says Twitter had never seen happen before.
Whilst this year’s mechanic and execution remains the same, the competition will run for a week during the No Repeat Guarantee from 10am – 5pm and will be supported by Promoted Tweets. The station’s ambition is that natural discovery will fuel the overall awareness of the campaign and subsequently, of the station’s playlist.
Marketing Director at Absolute Radio Clare Baker said: “#NowPlaying is designed to deliver an immediate and interactive taste of the Absolute Radio brand’s core music proposition to our digitally savvy audience. This execution sees an extended time-frame of two weeks, in an expansion from the original 24 hours”
Pre-promotion for the #nowplaying competition begins this week.