Bauer Media has signed a partnership with Three to sponsor KISS breakfast with Rickie, Melvin and Charlie and extended the breakfast show by an hour.
The partnership has been planned by media agency Mindshare UK and will drive awareness of Three’s ‘use your phone abroad at no extra cost’ proposition.
Outside of the flagship sponsorship, the campaign’s promotional activity will centre around Three’s sponsorship of the Snowbombing Festival in Austria, formulated and implemented by Vision Nine Entertainment Group, and Mindshare, where KISS will also broadcast live from abroad for the very first time.
Listeners will be able to win tickets to join the team in Austria, and mobile phones with Three sims.
For the first time ever, Rickie from the Breakfast Show will be broadcasting live from the slopes of the Snowbombing festival. Melvin will join Rickie for the closing night of the festival to host content, interview artists and perform an exclusive KISSTORY set. Supporting activity will also run across Kerrang! and heat radio, press and digital platforms.
KISS FM UK will also create and curate a special ‘Snow Sessions’ playlist in the KISS Kube Mobile App, featuring a series of music sets inspired by Snowbombing performers past and present, resulting in the first in-app commercial content experience for Bauer Radio users.
Abby Carvosso, Group MD, Bauer Advertising, said: “Bauer Media is unique as through the depth of insight and instinct that we have around key audience groups, we can offer advertisers a one-stop-shop of world class content, influential brands, multiple-platforms and diverse audiences. Our Three partnership is a first-class example of how we’re able to deliver hugely creative solutions for customers and utilise our multi-platform offering to create new conversations with consumers across our Radio, Print, Digital and Social assets. Through this partnership, Three will benefit from a single creative strategy and execution across brands like KISS, heat, Grazia and Kerrang! and we couldn’t be prouder to showcase and celebrate this unified approach.
Pippa Whybourne, Lead Campaign Manager at Three, said: “We’re so excited about our partnership with Bauer. In the past they have delivered some great results for our brand and I am confident we are going to create strong, unique and exciting content across a multitude of platforms for our audiences and customers alike. Using your phone abroad at no extra cost is a proposition we are very proud of at Three and we can’t wait to showcase to people the benefits of using their phone like they would at home while on a mountain in Austria or at the beach in Spain.
The campaign with KISS was planned by Mindshare, a global media agency network. Barty Mee, Business Director at Mindshare, said: “We’re thrilled to be partnering with the KISS Breakfast Show to create their first ever outside broadcast. Rickie, Melvin, and Charlie’s show is the perfect fit for both Three and Snowbombing and we’re looking forward to creating some fantastic content from Mayrhofen.”
The show will now run from 6am till 10am rather than a 9am finish.