Sunday, 5 June 2011

Do Stunts Still Work?

Do stunts still work?

In a mediascape where there is more content than ever before, all vying for some of our headspace, does the good old fashioned 'radio station stunt' still cut through?

Here’s one from the station I work with in Austria, Kronehit.

In April, they decided to hold a “Naked Wedding”. The concept - 2 people get married with no clothes on. Simple really! Quite a few stations have done this worldwide, and if you’re one of them, you’ll know how successful it can be. But in conservative, Catholic Austria... doing something like this takes quite some balls... so to speak.

Here’s a short highlights package of how it looked on the day. Caution: there may be some nudity. Mind you, I guess the clue’s in the title...

In any diary based or CATI system of methodology as they have in Austria, it’s difficult to measure the cut through for these type of events. Do the audience register what you’re doing? Do the wider public notice your radio station stunt?

Google trends is a nice way of seeing what people are searching for at any one time.

If you take Kronehit’s biggest competitor, Ö3 (from the Austrian Public Service Broadcaster) they have more weekly audience and also are consistently a more ‘searched for’ term on Google in Austria. Except in one particular week...

As you can see, for the first time ever, Kronehit (the blue line) overtook Ö3 (the red line) in terms of search, which is a great moment for the station. It shows that stunts, if executed and PR’d correctly, can still cut through to a much wider audience than just a station P1’s.

If you're attending the 'Local Rundfunktage' in Germany at the start of July, you must go and see Kronehit PD, Rüdiger Landgraf's presentation on 'Radio and Social Media', where he'll talk more about the stations' strategy to connect with its youth audience.

In terms of Kronehit growing its awareness and building its image as a station for a fun, young Austrian... another step up the ladder has been completed, and the 'stunt' played its part well.

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