2. The Concept
A fugitive is on the run throughout Scotland –
with cash!
If you catch him or her, you win the cash
they are carrying – £100,000 given away
over the course of the month
The catch? ‘If you don’t say it, you can’t win
it’
To win the prize, you must say ‘Are you the
Real Radio Renegade?’
Nothing more, nothing less
If you don’t say the phrase
EXACTLY, you don’t win
Supported online, on-air and on social
media
5. The #RRR hashtag
Picked because of it’s
simplicity
Easy to type on a phone
on the go!
6. Clues posted to social media
Cryptic clues and photos where posted to each profile –
our audience were encouraged to follow us on Facebook
or Twitter to get the latest clues and updates
8. Outcomes
164.1k conversations around the Renegade on social media
channels - an increase month-on-month of 361%
46.3k unique commenters – meaning that each participant
engaged on average 3.5 times with us.
19.5m Facebook impressions by 1.1m participants
1.6m viral impressions
219 Retweets
Tenfold increase in referrals through to the Real Radio
Scotland Website from Facebook & Twitter
Branded pageBrand and concept created by Ben Stroud and David Eckersall at GMG RadioThe Real Radio logo was altered for the duration of the competition
Branding carried over to Twitter – giving all of our digital platforms a consistent look and feel. Brings you into the world of The RenegadeSponsor prominently placed
It was important to pick a hashtag that was easy to use and understand for our audience. Many of them check their phones whilst out ‘Renegade Hunting’, and our fans often coordinate to give one another clues as to where the Renegade is hiding.The #rrrhashtag quickly became an open community where our audience shared tips, clues and asked questions.
Cryptic clues and photos where posted to each profile – our audience were encouraged to follow us on Facebook or Twitter to get the latest clues and updates.
This branding also fed through to our sponsors, Arnold Clark, who used their social media pages to co-promote the event.
*Impressions: The total number of times any Facebook user (fan or non fan) could have potentially seen any content associated with your Page in their News Feed or Ticker or by visits to your Page directly. Users: The number of unique users (fans or non fans) that have seen an any content associated with your page.