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Promotional ideas and technique. Always radio, always positive.

The Radioplayer marketing campaign

Unless you’ve been living under a rock for the past week – you won’t have failed to escape the launch of the new Radioplayer online service, designed to offer consumers the chance to listen to UK radio in one place. This blog post looks into their launch marketing plans.

There’s more about the launch of Radioplayer and welcoming thoughts from other radio bloggers including ukRAB, James Cridland, Matt Deegan and Nik Goodman. The launch of Radioplayer on 31 March has been accompanied by a standout six week online digital marketing campaign across key music, social media and lifestyle websites.

The awesome guys at Albion – who I worked with last year at Absolute Radio (they’ve been retained by Absolute Radio since the Virgin Radio takeover), were appointed by Radioplayer to promote the player. Albion has worked closely with marketers from across the Radioplayer’s launch partners (the BBC, Absolute Radio, Global, RadioCentre and GMG) to develop the creative campaign.

Albion have created a highly personalised online advertising campaign which helps promote the interactivity, simplicity and personalistion benefits of Radioplayer. The campaign, which includes innovative banners that pull in feeds from each radio station and show which station or song is playing in real-time, springs from the idea of, ‘UK Radio in one place.’

The campaign amplifies the five key ways the user can navigate their way around the Radioplayer – by station, by location/postcode, by programme, by presenter and by interest.

Jason Goodman, founder of Albion, says, We are proud to have created a campaign that is so highly personalised for both consumers and Radioplayer partners and feel it really demonstrates the future of radio.”

The promotional banners will run across the web on music, social media and lifestyle websites including MTV, Spotify, We7, YouTube, Yahoo, Guardian, ASOS and Channel 4.  (Rocket PHD has handled the planning and buying of the campaign.)

A series of on-air trails for Radioplayer, tailored to a variety of different audiences to reflect the diversity of the UK radio industry, has also been produced by GMG and will be broadcast across the stations participating in the Radioplayer console.

What do you think of the creative – have you seen it in situ yet?

Disclaimer – All posts and views are my own, and are not endorsed or representative of any current or previous employer.

Image Source: Radiocentre / Albion

2 Comments

  1. “Unless you’ve been living under a rock for the past week – you won’t have failed to escape the launch of the new Radioplayer online service”

    Actually, isn’t that saying only people living under a rock will know about it?

    But I digress – my greater concern is that launching this before many listeners’ favourite stations are available feels like a big sign for a “one stop shop” that draws the public in, but then lacks some pretty popular products. It also fails to tell you whether they will be arriving soon. At the moment it’s more like a supermarket that is always “out of stock” of certain brands but is happy to tell you about others you weren’t even looking for.

    A “sorry, not currently available” placeholder for licensed stations that are not yet in the system would improve the look of search results.

    Right now it’s like someone promising you they’re the best person to consult about UK radio, then answering:
    “Kiss? Nope.. not heard of it”
    (the actual text returned for that is “we couldn’t find anything related to kiss”)

    Another amusing (real) example:
    “You want Magic? What about 1Xtra?”
    (try the search and you’ll see what I mean!)

  2. Congratulations James. We are looking forward to taking this to a new level in the US and making this the standard here. Looking forward to your involvement in ConVergence this month. Http//www.radioink.com/convergence