‘Appy listeners, ‘Appy client, Appealing radio

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East Coast Radio waded into new territory for its Beat The Bank promotion in March 2015. The result was an innovative first for radio stations within the group…

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The creation of the Beat The Bank App catapulted East Coast Radio into new and exciting areas of combined online, social media, App and on-air promotional activity. At first, we weren’t sure that listeners were ready for a visual and App game realisation of the radio game, but the stats and downloads have been exceptional.

Initially created for the live draws at Suncoast, the Beat The Bank App received 16 129 downloads, and reached 85 in the Top 100 Free Games available in the SA Google Play Store. It was also number 2 on the Apple App store’s most searched and downloaded Apps on the Apple platform.

Happy client, Suncoast, upped the ante by offering additional prizes for those who register to play. The tie-back element to the game in real time, added to the excitement, with the App being used for the live draw shows at Suncoast every week, which were live on-air.

“The client is ecstatic about the way the App has performed, and the fact that it’s provided them with another database of clients, over and above the 120 000 SMS’s received for the campaign,” says East Coast Radio’s Head of Production, Jonathan Lumley. “The additional social media integration in the App made it simple for people to Facebook or Tweet their high score creating a frenzy amongst the top performing players on the leaderboard.”

Coupled with a masterful on-air execution, the Beat The Bank App and the promotion in its entirety is a poster child for all future radio campaigns.

Video of Darren Maule explaining the App: https://www.youtube.com/watch?v=byX2Fgpz2wU

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