Date My Dad
April 8, 2012
What would happen if your morning show received an email (or in this original case, a letter) like this........
Hi Kym and Ali and Dzelde(morning show team)
My name is Astrid, and my brother is named Gus.
Our Dad Darren is the best Dad and has lots of good points. Dad cooks good food, is good at fixing stuff and is tidy. Dad likes the beach and listens to you when he is off the phone.
Dad does not live with Mum, and Dad has been by himself for a while now. We want to get him someone nice so he smiles too.
We go fishing lots, he likes skateboarding and eats vegetables, Dad is good at making friends.
Can you help Dad find someone?
Astrid and Gus
A PD or morning show team reading this one email and deciding to act upon it can completely change the lives of one family in your TSA.....it can also generate amazing content for your morning show and station.....
This is real life and its the reacting to real life situations that offers you the opportunity to engage, really engage with your audience
Reality TV has done it for years but in many parts of the world ''reality radio'' is still in its infancy. Many radio stations believe its too uncomfortable for their listeners. ''Hey. we're the feel good station at breakfast time""
How you and your team react to these kind of opportunities can go a long way to defining your future, because its this kind of reality or ''story arc'' radio that acts as a'' tipping point'' to success
In this initial case, Astrid and Gus were looked after by the morning show on Triple M. They got it right, and you know what, they also got involved for the right reasons.
It wasn't about ratings...they were a result of the good work, sure, but, it was all about helping out a couple of local kids and their wish to see their dad happy. Kym, Ali & Dzelde put a call in to the family, and spoke to Astrid, then her dad Darren - who didn't know that his kids were so keen to find their dad someone special!
- What was Darren's story?
- Why didn't he have a partner
- What was he like? A good guy?
- Does he have a job??
- Lets talk to the kids again..........
And.........the broader issues...........
- How hard is it to be a single parent and still get out there and meet people?
- Are there plenty of single dads and mums out there looking for love?
- How do you go about getting out there?
What should a radio station do in this situation.............
Get to know the ''cast''. Listeners got involve. they connected emotionally. They cared about him......
Kym, Ali & Dzelde were inspired. They got on the case, and on the hunt to help find Darren love.
What transpired over the next few weeks was an amazingly compelling soap opera.
The radio station put the word out ........everyone became involved...Darren, his kids, his family, his mum, his mates .......and we the listener were taken on a journey to find true love.
The search for Darren generated great content for the morning show and for all other dayparts, the website and Facebook.
The media got involved.
Reach growth and forced listening was the result. Oh yes..........and involvement for 5 of the station's most important clients and the opportunity to bring on board lapsed and new clients....and the total cost to the radio station?
This is ''Date my Dad''. From a chance email to a radio station ...now a great radio campaign that allows you to help your listeners and drive ratings and revenue at the same time.
We have now executed this campaign multiple times right across the world. Here's an insight into how it went in South Africa on Jacaranda 942........................(audio)This is a great campaign. If you'd like to know more, just get in touch at firstname.lastname@example.org.