We were tasked with promoting Ian Wright’s Absolute Radio show Rock ‘n’ Roll Football using social media during Euro2012.
It’s a popular show, but Absolute Radio wanted to maximise their reach to football fans during this key time. They were specific about targeting London as a key market, and extra engagement on social media as well as visits to their website were the main KPIs.
They had a big name on board, but little cut-through in a suddenly crowded market. Our task was to change that. And just to make it really interesting, they gave us just 20 days to deliver everything.
We carried out comprehensive research to find relevant blogs and influencers talking about football, identifying established blogs and Twitter as the two main channels we would use to push our campaign. We wanted to reach as many football fans as possible, creating a buzz on social media with a limited budget and on a very short deadline.
Our campaign centered around asking influencers to out-predict Ian Wright, using the hashtag #WrightOrWrong to brand the conversation, enable effective monitoring, and drive further engagement.
Render Positive engaged in a blogger outreach campaign for Absolute Radio’s EURO 2012 Rock ‘N’ Roll Football show which stars Ian Wright, Russ Williams, and Jim Proudfoot. With Render Positive’s help we managed to activate and amplify awareness of the #wrightorwrong campaign. They proactively built up relationships with key football bloggers to promote our campaign, resulting in positive PR coverage on blogs that contained links back to our site as well as extensive social media activity. What Render Positive might lack in size, they make up for in passion, hard work, and plenty of chutzpah. It was a pleasure working with their team. You should definitely speak to them.
Laura Tannenbaum, Brand Marketing Manager, Absolute Radio
We developed an idea that tied in with the radio show, persuading people to use the #WrightOrWrong hashtag to promote their predictions – and the show along with it.
We researched all of the top football blogs and prioritised them by influence factors. We also researched London based blogs as these were an audience that Absolute Radio wanted to reach.
We charmed as many of the Football and London bloggers as possible into promoting our campaign – absolutely free of charge!
Due to the love of the show and the fun aspect of the campaign, it worked fantastically.