What’s the problem?
There was very little money, and even less time to promote the Capital FM 2010 Summertime Ball at Wembley Stadium's National Arena. So whatever we did needed to go viral PDQ. Especially as the campaign was also expected to attract new listeners.
...in real life
Fortunately, Capital FM's regular listeners are avid social networkers. The Capital FM Facebook fan page numbered 25,000+ at the time. So we decided to enrol them as brand evangelists – to help us spread the word using their social networking skills.
The creative innovation
First, we built a lovely microsite to promote the Ball. Then we
enticed Capital's listeners to get their friends to visit it. The
more friends who visited, the better the chances of winning
money-can't-buy 'Golden Circle' tickets to the
Ball –
with fresh chances to win every week. By the end of four
weeks, the momentum of our social media snowball had reached 150
countries. At the same time, we added more social glue to this
exclusive new community by creating the biggest ever Facebook photo
wall – the photos also appearing on the
big stage
screens, along with the stars, at the event itself. The Ball was a
sold-out success… what little our tired and emotional team can
remember of it.
...and the reaction
