Carat Sponsorship and Yahoo! Answers are teaming up with SMG's national pop and rock station Virgin Radio for an integrated on-air and online campaign on the Christian O’Connell Breakfast Show all this week.
The mechanic will get listeners thinking about their ‘first time experiences’ and position Yahoo! Answers as the place to go for guidance when the unknown feels overwhelming. Christian will pose a question to his listeners and encourage them to phone in and share their answers. He’ll read out a number of the nation’s answers before picking his favourite answer and giving the respective listener the opportunity to pick a ‘first time experience’ prize. An option of three prizes will be given, to guarantee that it really will be a first time experience for the winner.
Christian will also set an online question each day directing listeners to log on to yahoo.co.uk/answers for further chances to win. Promotional trailers will feature Christian’s Question of the Day to run across all dayparts during the promotion week.
On the last day of the promotion, Suggs, the host of Virgin Radio’s Afternoon Tea with Suggs, will be standing in for Christian on the Breakfast Show for the first time. So while O’Connell is on holiday, nutty boy Suggs will be having his very own ‘first time experience’ running the Breakfast Show.
“Virgin Radio’s national 25-44 audience is ideal for our promotional needs,” said Andrew Cocker, Marketing Director at Yahoo! UK & Ireland. “This campaign will really get people experiencing the service that Yahoo! Answers has to offer first hand and we can’t wait to hear both Christian and Suggs really make it come alive.”
“Yahoo! Answers is a fantastic brand for us to associate with,” said Nick Hewat, Sales Director at Virgin Radio. “The promotion will drive traffic directly to the Yahoo! Answers home page which will deliver genuine, tangible results and we’re confident that, once we have these results, more campaigns from the brand will follow. This promotion really capitalises on radio being the only other media you can properly consume while surfing the net.”