Virgin Classic Rock hijacked
Mercedes-Benz is set to take-over Virgin Radio Classic Rock for 2000 hours, via an online and on-air promotion to highlight the 2000 refinements of the Mercedes-Benz New Generation E-Class.
On-air trails will detail various refinements to the car whilst also encouraging listeners to vote for their favourite ‘refined’ track, which will make up the Mercedes-Benz E-Class Refinement Chart, to be played on the final day of the sponsorship. The trails will also alert listeners to a competition on a fully branded microsite at virginradio.co.uk, where a ‘refined’ trip to New York, courtesy of Mercedes-Benz, is up for grabs.
A Spotlight campaign on Virgin Radio will run alongside the Classic Rock sponsorship featuring a guide on how listeners can refine their life. These features will also throw forward to the microsite where there is more information about the E-Class as well as the opportunity to request a brochure and test drive.
“Virgin Radio Classic Rock has the ideal on-air and on-line audience to make this campaign a success,” said Richard Payne, Communications Manager at Mercedes-Benz. “Classic Rock’s demographic is perfect for the ‘refined’ campaign and I’m looking forward to hearing what the listeners vote for in the Mercedes-Benz E-Class Refinement Chart.”
“Combining on-air and online mechanics will make this sponsorship even more compelling for our listeners,” said Nick Hewat, Sales Director at Virgin Radio. “The branded microsite will embed the brand into the user experience and not only allow listeners to create their own Mercedes-Benz E-Class Refinement Chart but also be in with a chance of winning an amazing prize.”
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