Real Radio Case Study

Real Radio contracted Accelerated Internet Marketing Systems - AIMS to help them with their support and promotion of Glasgow Winterfest 2008. Organised by Glasgow City Council’s Culture and Sport department, Winterfest 2008 ran from 11th November 2008 through to 11th January 2009, with a huge schedule of events ranging from ice shows, through music to carnivals, Winterfest has something for everyone.

The Client – Real Radio is a wholly owned subsidiary of GMG Radio Holdings Limited. GMG Radio is one of the UK's largest radio groups and operates stations across the UK under the brands of Real Radio, Century Radio, and Smooth Radio & Rock Radio. As a mainstream broadcaster, Real Radio supports a large number of cultural and live entertainment events, with Winterfest being one.

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The Requirement – The brief was to assist Real Radio with the promotion of live music events and in boosting associated ticket sales. With many diverse music genres’ available there was only one medium that could connect effectively with the potential audience and that was Bluetooth. With the mobile phone having the most widespread demographic and ownership; from the young ‘clubbers’ to the ‘more mature’ person, using the Bluetooth element of a mobile phone would ensure connecting and delivering messages to as many people as possible.

The Solution – AIMS solution was to set up a network of Bluetooth Marketing units, each issuing a number of time scheduled information messages including details of where and how to purchase tickets. The Real Radio events team were then issued with full minute by minute statistical information giving the number of mobile phones detected, the number accepting the messages and ultimately the number of ticket sales as a direct result of campaign.

The Result – Visitors to the Glasgow Winterfest were given up to the minute information; ticket sales increased; music venues were filled which in turn increased the events exposure and ultimately the events success. We are now looking forward to this year’s event.