Hits Radio marked the release of the new Superman film with a week-long campaign alongside Warner Bros Discovery.
The station’s breakfast show, hosted by Fleur East, Will Best and James Barr, ran the activation in the lead-up to the nationwide cinema release on 11 July.
The week featured live reads, on-air trails, branded content and social media activity, with the campaign culminating in a breakfast show takeover and a high-profile stunt led by Sam Thompson.
Listeners were invited to guess Sam’s secret sky-high location throughout the week. It was revealed during Friday’s show that Sam had travelled to the Angel of the North, where he cheered on a team of professional skydivers as they parachuted in a ‘Superman’-style display, encouraging listeners to “Look Up”.
The campaign also included a national competition, with one listener winning a Superman-themed trip to Warner Bros. Studios in Hollywood after correctly identifying the stunt location.
@hitsradiouk What a day for SUPER SAM 🦸♂️ From takeoff to touchdown, @Samthompsonuk channeled his inner superhero to celebrate #Superman hitting cinemas today 🎬 Watch the full journey as he followed the clues and finally revealed the mystery location ✈️ #LookUp @Warner Bros. UK @Superman ♬ original sound – Hits Radio UK
Paul Gerrard from Hits Radio said Sam Thompson’s previous challenges made him the “perfect fit” for this kind of activity.
Simon Kilby from Bauer Advertising said the campaign “blended live radio, social engagement and experiential marketing to deliver standout results”.
Alex Lewis from Warner Bros. Discovery said the partnership helped celebrate the film’s release with “a one-of-a-kind stunt… worthy of the Man of Steel himself”.