How KISS FM Utilizes Cross-Channel Marketing to Drive Brand Engagement

Georgia Scott Media & Publishing, Telecommunications

KISS FM and Three are giving listeners the chance to party with the Breakfast show hosts this summer through a cross-channel and data-centric coupon activation.

Marketing Objectives

  • Cross-promote festival and free roaming abroad from sponsored partnership
  • Obtain valuable audience data from listeners
  • Encourage fans to listen to the Breakfast show
  • Increase engagement from web and radio channels

On-Air and Digital Campaign Solution

KISS FM partnered with Three, a leading telecoms brand in the UK, to offer their listeners the chance to party in various Spanish destinations this summer.

To get involved, contestants need to register their details online in order to be provided with a unique boarding pass number. To increase engagement with their breakfast show, entrants must listen to KISS Breakfast throughout the first week in August, when Rickie, Melvin and Charlie will call out a gate letter every day. This will be the first letter on the boarding pass number, provided upon entry. If a follower has the gate letter on their boarding pass they must call in when prompted to. If they can match the boarding pass with their entry, then fans could be on the party plane with KISS and Three!

The form enables KISS and Three to track the number of entries to the campaign, as well as collect valuable audience from listeners to use for future marketing activities. Users are encouraged to remain up-to-date with the latest news and offers from Three, Bauer Media and their partners upon entry, allowing digital to integrate with on-air promotions.

The campaign aims to promote Three’s growing array of global destinations that allow consumers to use their phones at no extra cost, while rewarding loyal listeners with the chance to win a fantastic trip away!

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