Dave Berry & Lisa Snowdon from the The Capital Breakfast Show are heading to LA as part of a promotion with Three using Instagram.
The competition launched today and runs for 10 days over five week promotional period. As part of the partnership, Three is sending the London presenters on holiday to LA from next Monday for a week in the run-up to the 57th annual Grammy Awards.
While in LA, they will be joined by a host of A-list guests including Taylor Swift, Cameron Diaz and Usher.
The deal, planned and created by Mindshare Partnerships, promotes Three’s ‘Feel at Home’ campaign.
Mike Gordon, chief commercial officer at Global, said: “This campaign gives Three access to Capital’s highly engaged audience on-air, online, and on social media. The use of Instagram in the #grabtowin competition is the first of its kind. It’s a great example of how social media can be used in an innovative and targeted way as part of a bigger campaign.”
Running across the @CapitalOfficial and @ThreeUK Instagram channels, the video shows an open suitcase packed with prizes, including iPads, Sony Xperia phones, Beats headphones and Ray-Bans. To win, Capital listeners screengrab their chosen prize and #regram the image using the competition hashtag #grabtowin.
Pippa Whybourne, lead communications manager at Three UK, added: “We’re really excited to be partnering with the Capital Breakfast show as we think it’s a great fit for our brand and a perfect platform to communicate how you can use your phone abroad at no extra cost if you’re a Three customer. The online presence and aspects such as the Instagram competition have been hugely successful to date and demonstrate great ways of connecting with the show’s listeners in innovative, creative and engaging ways. ”