KISS XTRA has launched a second series of its branded music content campaign Corner Shop Drop, in partnership with Mentos and Wavemaker UK.
The series features rap artists MIN, OFFICA and Lady Ice performing original tracks from inside local corner shops, with content shared across KISS XTRA and Mentos social channels.
Backed by a 12-week sponsorship of KISS XTRA, the campaign also includes behind-the-scenes content, a music production giveaway and multi-platform promotion across radio, digital and social.
Esi, who presents on KISS XTRA, leads the new season. The project is part of Mentos’ wider ‘Yes to Fresh’ platform and is designed to connect with Gen Z audiences through new music and relatable settings.
Rebecca Frank, Content Director at KISS, said the partnership lets them offer “fresh artist recommendations, original content and exclusive live performances, delivered in surprising and engaging ways”.
The project was developed by Wavemaker UK, part of WPP Media, which managed the strategic media planning and helped bring the collaboration together for a second year.
Simon Kilby from Bauer Media said it was “a great example of the kind of cross-platform storytelling audiences crave”.
The Corner Shop Drop campaign runs through to September.