1. #nowplaying
@absoluteradio
Laura Tannenbaum (@iAmLauraT), Brand Marketing Manager

3. 82% OF OUR AUDIENCE LISTEN VIA DIGITAL
PLATFORM
82%

4. THE CHALLENGE
Incentivise trial of the station
Raise awareness of our music
THE SOLUTION
A competition based around our playlist
= Promoted Trend

5. Finding the right hashtag

6. #NOWPLAYING

7. MECHANIC
Own popular #nowplaying hashtag for 24
hours
Give away £250 every hour for 24 hours.
To enter to win users had to listen and tweet
the name of the artist that was #nowplaying on
@absoluteradio
Winners selected at random every hour

8. PRE-PROMOTION

10. MONITORED, OPTIMISED, REFRESHED.

12. THE RESULTS
8.5m 2,500
Trend Impressions New Followers
Number of times #nowplaying was shown
on Twitter homepage. As a consequence of trend.
(Benchmark 7m) (Benchmark 1,389)
76k 4p
Mentions of #nowplaying
and @absoluteradio
Cost per Engagement
(Benchmark 67p)
(Benchmark 7,338)

13. RADIOPLAYER AND MOBILE LISTENING
INCREASED
7%

14. Mentions of Florence & The
Machine
50
100
150
200
250
300
350
400
450
0
16/02/2012 Midnight
01:00:00
02:00:00
03:00:00
04:00:00
05:00:00
06:00:00
07:00:00
08:00:00
09:00:00
10:00:00
11:00:00
12:00:00
13:00:00
FLORENCE + THE MACHINE
14:00:00
15:00:00
16:00:00
17:00:00
18:00:00
19:00:00
20:00:00
21:00:00
22:00:00
23:00:00
2012-02-17 Midnight

15. KASABIAN
500
450
400
350
Mentions of Kasabian
300
250
200
150
100
50
0
1

16. Mentions of The Rolling Stones
100
200
300
400
500
600
0
16/02/2012 Midnight
01:00:00
02:00:00
03:00:00
04:00:00
05:00:00
06:00:00
07:00:00
08:00:00
09:00:00
10:00:00
THE ROLLING STONES
11:00:00
12:00:00
13:00:00
14:00:00
15:00:00
16:00:00
17:00:00
18:00:00
19:00:00
20:00:00
21:00:00
22:00:00
23:00:00
17/02/12 Midnight
1

18. KEY TO SUCCESS
Natural discovery and organic
trends fuelled the viral nature of the
campaign
Twitter and radio are both
immediate and reactive platforms =
powerful, flexible and real-time
campaign
Twitter gave us the ability to have a
two-way conversation that no other
medium could have given us
Immediacy we wanted at scale we
needed

19. #thankyou