Disney used NextRadio to promote a Demi Lovato contest for eight weeks. The NextRadio app served a digital ad to encourage listeners to register for the “Demi Lovato Flyaway” contest each time one of her songs aired on the radio station the NextRadio user was tuned to.
The campaign delivered a measurable mobile response: 43.3% of users who heard the song clicked to view the digital ad. More than two percent of those users who clicked converted to entries.
In addition to converting listeners to viewers, the NextRadio app delivered Disney more than 2.5K contest landing page visits and almost 200 entries. Simultaneously, it proved to be a testing ground for Demi Lovato songs, showing which made the biggest campaign impact:
44.6% of those who listened to the track “Stone Cold” then viewed the contest entry ad and 43.5% of “Confident” listeners viewed the contest entry ad.
“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 and 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.”
NextRadio President Paul Brenner said, “By soliciting a mobile response to a broadcast radio experience through our app, we are able to measure performance metrics for contest promotions and provide data to optimize future campaigns. We are exhilarated by the vast in-app possibilities and how we can advance advertising effectiveness for broadcast radio.”
The promotion included a total of 83 stations in 33 states.