Radio 1 harnesses social in 'Even More Music' month targeting 15-24 year olds

BBC Radio 1 has launched a month-long ‘Even More Music' initiative to appeal to its 15-24-year-old audience.

Karmarama and Grape have worked with the station to create promotional material for the initiative, including a media planning first for the BBC which will see a trail for the event interrupt the programming titles of Eastenders on BBC Three. The TV ad was animated and directed by Pen$acola through Forever Pictures and produced by Forever and Red Bee.

Dave Buonaguidi, Karmarama founder and chief creative officer, said: “Radio 1 has always represented the listeners, but giving them a voice and actual control over what they listen to is a really bold and innovative step forward, and exactly the sort of work that love to get involved with.”

Throughout the month listeners will have the opportunity to choose music and DJs on the station and Live Lounge gigs will air every weekday. The station’s YouTube page will offer listeners the chance to win prizes via ‘hidden Easter eggs’ in its advertising content.

Also on social media, a ‘heat map’ will collect data from Twitter and Instagram to identify the hottest tracks in the UK.