INDIANAPOLIS � NextRadio, the smartphone app that allows for free, portable FM radio listening, ran an 8-week promotion for a recent Disney contest entitled �Fly Away with Demi Lovato.�
If a NextRadio listener happened to be tuned to one of the 83 stations involved in the promo when a Demi Lovato song was played, then that listener�s phone was served an ad encouraging that listener to register for the �Demi Lovato Flyaway� contest.
The campaign delivered a measurable mobile response: 43.3% of users who heard the song clicked to view the digital ad and more than two percent of those users who clicked were converted to entries. The NextRadio app delivered Disney more than 2500 contest landing page visits and almost 200 entries.
�We are encouraged by the results of this contest promotion campaign,� said Jeremy Vara, Manager, Digital Radio Promotion for Disney Music Group. �By using the NextRadio app we were able to bring together FM radio�which is rooted in the history of how music fans enjoy their favorite artists–moment marketing, which helped us target the users of the app who were listening to Demi�s music in the moment– and the personal nature of mobile, which allows fans to engage with our promotion.�
The majority of the listening and viewing for this promotion occurred over weekend and evenings.� The best performing radio formats were Adult Hits and Top 40. �