For the release of Fantastic Beasts: The Crimes of Grindewald, which is set in Paris, Warner Bros partnered with Bauer Radio brand Magic FM, devising a branded content campaign.
To create a story arc between the UK and Paris, the entire radio station was taken across the English Channel. In a world first, Magic delivered six outside broadcasts in 24 hours. The breakfast team of Ronan Keating and Harriet Scott broadcast llve from the Eurostar lounge in London, before an on-air, live dash to make the train, where they broadcast from 250 feet under the Channel. Content was distributed across Magic platforms and other targeted Bauer brands.
In Paris, Magic presenter Nick Snaith took over, with his show broadcast live from a studio boat on the Seine. The rest of the Magic presenting team, meanwhile, collected content from different iconic locations in Paris that featured in the film, fuelling content for features, video and social. Each show was curated and presented using this raft of content, seamlessly bringing together the story arc of the film and editorial output.
The day ended with a live broadcast from the red carpet at the film’s world premiere. The campaign delivered Magic’s highest ever streamed hours and was recognised for driving UK box office sales.
Hollyoaks does Race For Life - Cancer Research UK
Over the past 26 years, more than 9.5 million people have taken part in Cancer Research UK’s Race For Life. It wanted to increase awareness of the event and sign-ups, with a focus on encouraging families and men to register, as this was the first time that men could take part in the event. With its fun and friendly tone, Hollyoaks was seen as the best way to reach young people and families. The campaign featured a contextual advert showing Hollyoaks characters preparing to take part in a Race for Life event; two films were also created, published on Hollyoaks’ and Race for Life social channels and promoted by cast members. The campaign generated a noticeable uplift in Race for Life website traffic and a significant number said the adverts stood out because of the Hollyoaks partnership.
ITV and Men in Black International - Sony Pictures
Men in Black International is a spin-off of the Men in Black (MIB) movie franchise, but featured a new cast rather than the film’s original stars. Sony Pictures envisaged that 50% of the audience should be between 16-24, a demographic unfamiliar with the original movies. ITV latched onto the popularity of hit show Love Island for the campaign: the new film had a new cast, so two MIB rookies were drafted in: Wes and Josh, finalists from 2018’s Love Island. They starred in a series of ads, with each spot broadcast first-in-break during Love Island. Results showed that viewers were twice as likely to find out more about the film and twice as likely to watch it.
Wireless Group: Real People, Real Stories - Samaritans
Mail Metro Media: Mail Metro Media for Bohemian Rhapsody - 20th Century Fox
Twitter: #HometownHeroes #WomenInFootball - Women in Football
tpf: The ESPN Luck Index Powered by Intel - ESPN