The HD Digital Radio Alliance expanded its marketing campaign for the 2008 holiday season – and for the first time will include a newspaper insert and promotional giveaways. The expanded campaign will focus on the benefits of HD Radio and span print, broadcast radio, mobile texting, online ads, and giveaways. In the first two weeks, the online ad campaign has already produced 3.2 million impressions on the gift-giving page on HDRadio.com. The Alliance’s efforts originally focused on radio ads, with on-air time worth $57 million.
This Friday, the Alliance will sponsor a newspaper insert for the first time – in USA Today – adding another platform to get in front of consumers and remind them of the value and benefits of HD Radio. In addition, the mobile texting initiative continues, telling consumers who have opted in about coupons, rebates, and special incentives when they text ‘GIFT’ to 58011. The Alliance’s most recent mobile texting initiative included a multi-session conversation with more than 176,000 consumers in Q3.
To round out the campaign, online banners and a $57 million radio blitz in the top 100 markets and on over 700 stations will also drive traffic to HDRadio.com.
HDRadio.com is the consumer site where people can browse the holiday shopping guide for the perfect home or car receiver, a station guide to find all the new stations in a local market, and holiday specials and savings.
The Alliance announced the winners of its contest to name the best local-market radio ad promoting HD2 holiday content. Alliance member stations around the country submitted hundreds of: 30 second radio commercials promoting their HD2 stations to the Alliance. These ads were then judged and voted on based on their ability to excite listeners about the HD2 content, along with their effectiveness in prompting a call to action to buy an HD Radio receiver. Ten winners were selected and given $1,000 each, which was shared among the writers and producers of the creative.
They include:
Jim Blommel
Cincinnati, OH
Santa – What’s a Polk?
Ryan Cota
Tuscon, AZ
Santa Doesn’t Exist
Lou Dallman (2)
Farmington Hills, MI
Flashback Dad Singing and
Mother Trucker
Jim Hausfeld
Dayton, OH
Awesome Kid
Kevin Kline
Boston, MA
911 Call
Marc Pinieri
Latham, NY
Morrissey
Brian Price
Pittsburgh, PA
Blues
William Tynan
New York, NY
Entire Market Spot
Bo Walker
New Orleans, LA
Elves
