Musicubes
Radio 1 originally approached Republic looking for a standard online ad campaign to boost their online listening figures by expressing the eclectic mix of music played on the station. Republic responded with Musicubes - a digital first. Musicubes tap into the current popularity of self-publishing sites such as myspace.com amongst Radio 1's target audience of young music fans. This self-publishing application allows users to represent their musical taste on their webspace whilst encouraging trial of Radio 1 online.
As every Musicube tower features a 'get your own' link each one is inherently viral – allowing users to 'spread the word' (Radio 1's current campaign strap-line) effortlessly. Within days of launch, thousands of Musicube towers had been built and inserted into MySpace profiles and blogs, resulting in over 2,500,000 impressions to date.
We also knew our target audience had a high propensity to use Instant Messaging to communicate. Consequently we created a bespoke Radio 1 tab for MSN Messenger that allows users to listen live to Radio 1 online, or pick their favorite musical genre and pull up the latest Radio 1 shows from that genre. We had essentially made Radio 1 the default soundtrack to 15-24s on Messenger. It rapidly became the most successful Messenger tab ever created. A campaign of online ads also led users to trial the station directly from the ads via the Radio 1 Player.
