Radio & Online Competitions

Radio & Online Competitions

Radio and online editorial competitions are one form of public relations competitions that can be a cost-effective means of securing branded radio coverage and driving consumer engagement.

Editorial competitions can be a successful means of promoting local events, launching a range of new consumer products or driving traffic to your band’s website. We have supported brands such as Smyths Toys Superstores, Waitrose and Lego through editorial competitions that have aimed to drive footfall online and to live events being held in local stores.

Be-it offering £100 worth of food vouchers to tie into the launch of a brand’s new online recipe collection, or a £50 worth bundle of toys to promote a local event happening in store: editorial public relation competitions are an affordable and feasible means of targeting your customer base in key areas across the UK. Brands can see a total audience reach of between 500,000-10million for their editorial competition campaign, depending on budget and prize value.

Our team works with clients to craft the creative to deliver the brief’s key messages, advise on the prize values needed to secure radio coverage, and build a strategy to target the most appropriate consumer titles e.g. if a brand is only looking to target customers of a certain demographic or a particular region in the UK. Our team of broadcast experts create copy for the competition script, sell into radio and online media who take editorial competitions, and provide record of transmissions and final report with playout times to clients. We have established close relationships with radio producers at national and regional commercial radio stations and journalists at national consumer online magazines across the Bauer and Hearst media network. Our relationships with consumer media mean we are able to successfully secure coverage across key publications and provide up to date insight to brands.


Radio editorial competitions

In comparison to paid-for competition adverts on radio where brands purchase airtime, editorial competitions are taken on the value of the prize with presenters reading out the details of the competition live on air throughout their show.We try to make the presenter’s job as easy as possible by crafting a creative script which contains key messaging and the competition question listeners need to answer to be within a chance to win the prize.


Online editorial competitions

Online competitions are usually housed on the ‘competitions’ pages of the online consumer titles such as Closer, Grazia and Heat, and – if the prize value is high enough – national tabloid news publications such as the Mirror Online and the Sun Online. A branded image usually accompanies the competition details; however, many will also display branded video content to sit alongside the competition which can be an valuable way of pairing up video production and public relation competition activity.
Radio stations covering the competition on the airwaves will often also host the competition on their website and signpost listeners there to enter. Brands receive“double hit” with this crossover and by targeting both online and radio, we are effectively targeting a greater number of people.

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