Play Anywhere, Win Anywhere is a 2 week on-air and online promotion running across all shows and social platforms on Today FM.
The National Lottery identified three key themes which needed to form part of this promotion; winning anytime, winning anywhere and delivering this message with the maximum amount of disruption so as to drive awareness of their new transactional app.
We came up with an idea that is a station first and a commercial digital first in order to meet this brief, by utilising our entire schedule, all of our personalities and the full capabilities of our own popular app. We’ve been pre-promoting a competition to give away €40k and asking listeners to register on our website. Each day there will be at least one activation, where a registered listener will win a cash prize. We’re keeping them guessing, it could happen anytime and anywhere. But there’s a twist…
‘Please do not adjust your dial…’
Presenters will interrupt each other’s shows to award the prize. So Anton might appear on Ian’s show, Louise on Paul’s or Alison on Fergal’s. In addition, we are utilising the Today FM app to send push notifications (a commercial first) to users to remind them to play on air or online and alert them when we are nearing a giveaway for that day.
We’re also giving away cash online to further add to the ‘Anywhere’ element and we have a competition every single day over the two weeks on one of our social platforms (Facebook or Snapchat). This is our first time having a commercial partner for snapchat giveaways and we have created lots of cool mechanics that we’ll be rolling out over the next two weeks to tie in with the National Lotteries messaging and to most importantly help drive downloads for their brand new app.
Visit the website here http://www.todayfm.com/nationallottery