2Day FM’s huge Twilight Saga promotion

Austereo’s 2Day FM in Australia hosts the The Kyle & Jackie O Show. It’s syndicated to over 78 stations nationwide, and this week the show gave away one million Australian dollars, believed to be a radio first!

To celebrate the release of The Twilight Saga: Breaking Dawn starring Kristen Stewart, Robert Pattinson and Taylor Lautner the station organised a huge listener event at Bondi Beach called The One Million Dollar Twi-party.

The event took place at dawn and attracted a huge amount of Twi-hard fans who made their way to the event in the hope of walking away with the cash.

The mechanic was simple, fun and engaging. 250 bags were buried in the sand. One lucky winner had to find as many bags as possible in the allotted time.

Isabella (coincidence), a teacher from Sydney, found five bags and then was asked by the hosts to pick two she thought might contain the money.

Have a look at the video to see what happens when she tries the first bag…

An incredible simple promotion. Sounds great on air and generates huge talkability for the station and the film. Isabella’s life was changed in an instant and this is the kind of moment radio creates better than any other medium.