Kiss to make exclusive content for Viber chat app
Bauer Media is working with Viber to deliver exclusive content for Viber Public Chats from two of its brands, Kiss and The Debrief.
Starting this week, public chats will promote the Live@KISS afternoon show for two months to drive awareness and take-up of the platform. The on-air and online promotion will see Viber advertised through promotional and editorial activations across on air, social and digital platforms, with Viber branding in the studios and on video bumpers.
Live@KISS broadcasts live across three different platforms: on-air, online via a video stream and social media. Bauer says this 360 degree platform allows KISS FM UK listeners to ‘absorb multiple messaging and promotional mechanics, driving them from on-air to online, to social feeds and to the live stream’.
KISS is also hosting a public chats group, allowing listeners to subscribe to receive access to behind the scenes content whilst the show is on-air, as well as ask celebrity guests questions. Live@KISS’ dedicated social content producer will be leading the chat content which will be tailored to the show’s daily schedule, guests and themes, reacting in realtime to the topics of the moment.
KISSTORY and KISS FRESH will also use Viber for promotions, allowing the audience to send KISS voice notes and messages, which will then be produced into promotional trails and aired across these platforms.
Andy Roberts, Group Programme Director, Kiss UK, said: “Live@KISS has social interaction at its heart, so working with Viber is a natural fit. The Public Chats group gives our audiences even further insight into the show, deepening their relationship with the brand.”
The Debrief is also doing a similar public chat group and promoting the app.
Zoe Laycock, Global Product & Partnerships, Viber, said: “Kiss and The Debrief are a perfect fit for Viber Public Chats because they provide up-to-the-minute news about music, entertainment and the latest trends to a constantly connected audience. We’re pleased to support Live@KISS with a promotional campaign that introduces Viber and drives Kiss fans to Public Chats during our launch period.”