Absolute Radio has launched an initiative to engage online music communities and attract listeners to the rebranded music station.
Its 'rock-off' targets online communities for core Absolute artists such as Oasis, Kings of Leon and Coldplay, encouraging them to create playlists in the hope of winning a radio show dedicated to their favourite singer or band. The ten-track playlists will be judged by Absolute Radio's online community as the participating forums compete in a knock-out.
The originator of the winning playlist will get their own radio show within a themed day on Absolute Radio and will be able to use the time to promote its forum. The rock-off, which will run throughout November and December, is a bid to attract both new and lapsed listeners to the radio station.
Currently, Coldplaying.com are staging two seperate polls - one to find 6 Coldplay songs and one to find 6 non-Coldplay songs for the playlist. Vote now - last day of voting is tomorrow!
Chris Lawson, brand director of Absolute Radio, said the initiative is the first time the brand has strived to engage music forums; those being targeted have active audiences of 1.5m who are a close fit for the brand. "We're really passionate about music as is our target audience," he said. "We want them to discover new music and rediscover great tracks they haven't heard for ages, and we want them to tell us about it."
The rock-off is part of an ongoing strategy by Absolute Radio to engage online users. It recently invited members of its online VIP community to take part in meetings to determine which music is played on the station.
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