NextRadio Promotes Demi Lovato For Disney
July 14, 2016 at 3:44 PM (PT)
NEXTRADIO has just run an eight-week promotion for a recent DISNEY contest entitled "Fly Away with DEMI LOVATO." The NEXTRADIO app served a digital ad to encourage listeners to register for the "DEMI LOVATO Flyaway" contest each time one of her songs was heard on a NEXTRADIO users' station.
Bottom line: 43.3% of users who heard the song clicked to view the digital ad. More that two percent of those users who clicked converted to entries. In addition to converting listeners to viewers, the NEXTRADIO app delivered DISNEY more than 2.5K contest landing page visits and almost 200 entries.
Simultaneously, it essentially "tested" DEMI LOVATO songs according to biggest campaign impact: 44.6% of those who listened to the track "Stone Cold" then viewed the contest entry ad, while 43.5% of "Confident" listeners viewed the contest entry ad
"We are encouraged by the results of this contest promotion campaign," DISNEY MUSIC GROUP Manager/Digital Radio Promotion JEREMY VARA said. "By using the NEXTRADIO app we were able to bring together: FM radio -- which is rooted in the history of how music fans enjoy their favorite artists; moment marketing-which helped us target the users of the app who were listening to DEMI's music in the moment; and the personal nature of mobile-which allows fans to engage with our promotion."
"At NEXTRADIO we are excited for this opportunity to inject a broadcast radio artist promotion with a digital component, " NEXTRADIO Pres. PAUL BRENNER said. "By soliciting a mobile response to a broadcast radio experience through our app, we are able to measure performance metrics for contest promotions and provide data to optimize future campaigns. We are exhilarated by the vast in-app possibilities and how we can advance advertising effectiveness for broadcast radio."