Virgin Radio Secures Festive Microsoft Deal
Virgin Radio is to run a week long campaign for Microsoft to encourage families to consider buying a PC or upgrading their existing machine in the run up to Christmas.
The interactive cross-media campaign, which was secured through Virgin’s Access All Areas initiative, begins next Monday on the Daryl Denham Breakfast Show and continues on the Neil Francis Saturday and Sunday show.
On air activity incorporates trailers, presenter reads and a daily competition, which will see one family per day win a “dream holiday” to one of the “Seven Wonders of the World” locations, as voted for by the British public in a poll by Microsoft.
The initial activity will refer listeners to a specially created Microsoft branded microsite, accessible via www.virginradio.co.uk. Listeners will be able to access the site to register their participation in the on air competition and enter an additional competition to win a PC.
Virgin Radio will also host a banner campaign to support the promotion, delivering 200,000 impressions and a pop-up campaign delivering 70,000 impressions. Details of the promotion will also be included in the Virgin Radio newsletter.
Commenting on the initiative, Nick McGrath, OEM group marketing manager at Microsoft, said: “Virgin Radio offers a unique approach to developing radio campaigns, meaning we could cross-promote Microsoft Windows XP online as well as on air. Using an online element ties the promotion in perfectly with the product, as listeners need to use a PC to access the microsite being used as part of the competition.”
Last month speculation suggested that Richard Desmond, owner of Express Newspapers, is considering a bid for Scottish Media Group’s Virgin Radio. Desmond, who has made no secret of his plans to expand his media interests, has reportedly discussed a plan to buy the commercial radio station at board level (see Desmond Reported To Be Considering Virgin Radio Bid).
Virgin Radio: 020 7434 1215 www.virginradio.co.uk
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