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Xfm to promote Cloverfield

Four Xfm stations across the UK are to set a challenge for listeners to get as far away from the studio as possible on just ten pounds.

The competition is to celebrate the release of the sci-fi action thriller film Cloverfiield.

The promotional deal is the second with Paramount in as many weeks, with the stations previously promoting the release of No Country for Old Men.

Launching on 28th January, the multi-media campaign will run across Xfm London, Xfm Scotland and Xfm South Wales during Breakfast and Xfm Manchester during Drivetime and will include a creative mix of on-air, online and street based activity.

Monday through Wednesday, Xfm will challenge listeners to ‘name that monster’ from a mix of real and imitation sounds. Three winners (one from each day) will be chosen, bought into the station live on Thursday morning and set a ‘survival challenge’. Stripped of their wallets, cash and mobile phones and given just £10, they will have 24 hours to get as far away from the station as possible. The person who escapes the furthest will win the cash prize.

The deal was conceived and negotiated by GCap Media’s Hannah Freeman, Shivali Ramanandi, Tony McAllister and Steve Golding and MEC’s Dan Friel, Ian Stevens and James Dennis.

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