Lotus Communications’ rock radio station KOZZ/Reno is finishing a clever loyalty promotion that connects their brand values (Classic Rock) to their audience (men) through a familiar, popular event (NCAA March Madness) and highlight their music image (core artists) while involving the audience interactively (audience chooses the top artists of all time).
KOZZ started with their top 64 bands of all time, creating a head-to-head competition in the familiar “bracket” format. As in the NCAA, the better bands were paired against the weaker. That’s why you see Van Halen vs. Stevie Ray Vaughn in the first round.
The bracket is displayed prominently on the main page of their website, and is featured in each week’s email newsletter.
As the rounds progress, the pairings get more interesting. The station involves the audience on the air (trash talking, predicting winners, etc) and showcases the battles in “two-fers” to highlight the online competition.
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It’s an interesting approach to repackaging their core library, showcasing their image through artist positioning and creating interactive content online.
Perhaps best of all, since all of the voting takes place inside the loyalty club, they are able to promote their club on the air and online through benefit/opportunity promotion (not merely promoting “join the club”), resulting in new membership (long-term value), and immediate increases in active participation and page view activity. In fact, average daily page views have DOUBLED from the period prior to the promotion.
Check out KOZZ’s March Bandness at http://kozzradio.com/KOZZ-s-March-Bandness—/6491865
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