Absolute Rock Off

A nice, neat idea from Absolute Radio and their digital agency i-Level. They’re going to be giving an hour of radio over to the inhabitants of a fan forum.

Each forum group have to agree on the playlist for the hour-long show and it should combine music from their favourite artist as well as other tunes too.

Tapping into really passionate places is quite difficult. If a marketeer enters and tries to engage they usually sound incredibly unauthentic, but contacting the mods direct to tell them about the promotion (and manage it) is a good way to tackle the problem.

For the radio station its a great awareness driver – as it says to the fans two things. The first is ‘we care about you’ and the second is ‘we play the type of music you love’. And all for an hour on the radio just before Christmas – a cheap swap for Absolute!