Absolute Radio launches third iAd campaign

Absolute Radio has launched an iAd campaign to promote the second season of its Rock 'n' Roll Football coverage of the Barclays Premier League to users of the Apple iPhone and iPod Touch.

Absolute Radio: iAd campaign promotes network's Rock 'N' Roll Football coverage
Absolute Radio: iAd campaign promotes network's Rock 'N' Roll Football coverage

The campaign, created in-house using assets from a previous campaign by integrated agency Albion, stars former Arsenal footballer and now Absolute Radio presenter Ian Wright, and uses provocative banners and images of drummers, goal posts and goalkeepers.

Through the ads, users are able to click through to take 'Wrighty’s Quiz' to see if they can beat him, download the Rock ‘N’ Roll Football Live Scores App, play the hotel shoot-out game, and set themselves a reminder for the Ian Wright show.

To accompany the iAd campaign, Absolute Radio has developed its football website at www.absoluteradio.co.uk/football, which will host the ‘Wrighty's Quiz', matchday information, and the new football news reports from the Absolute Radio team.

Clive Dickens, chief operating officer of Absolute Radio, said: "Our combined iAd and digital marketing strategy for Rock N Roll football offer a high level of targeting and engagement. Our proposition is one of music and football colliding – that’s our unique offering place marketplace and this digital offering perfectly demonstrates it."

Absolute Radio was one of the first brands to use the iAd format and this is its third campaign. A spokesman for the network said the time spent in its previous iAds was 101.8 seconds, above the average of 87 seconds and "way above" the iAd benchmark of 60 seconds.

In last week’s figures from audience measurement system Rajar, Absolute Radio reported an average weekly reach of 1.65 million during the second quarter, up 3.8% year on year and up 18.2% quarter on quarter.

The Absolute Radio network, which includes digital stations such as Absolute Classic Rock and Absolute 80s, fared even better, with an average weekly reach of 2.90 million, up 43.4% year on year and 21.8% quarter on quarter, and the station's widest reach in nine years.

The improved Rajar figures followed a number of marketing initiatives from Absolute Radio, including the earlier iAd work, and were encouraging because the network has suffered declines in audience since it rebranded from Virgin Radio in 2008.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email