Radio branded content in a multiplatform world

In this session, Steve Taylor, Creative Commercial Director (Bauer Media UK), shared his  knowledge and experience of how to engage with audiences, develop results for broadcasters and generate revenue.

 Here are some of my favourites:

ABSOLUTE RADIO BREAKFAST has been sponsored by UK DIY chain, Wickes for four years. They run the feature ­ ‘Tool Do You Do’ – a fabulous example of integrating the client into the fabric of the station’s editorial.  Listeners call up and do their best power tools impression – from circular saws to power drills – to win the ultimate power tool kit.

METRO RADIO’s Hallowe’en lockup! Sponsored by a quirky funeral directors in the North East of England that put together bespoke funerals, a listener is locked in a coffin, handcuffed and blindfolded, then told they can only come out after exactly 60 minutes – any earlier and they lose the £1000 that’s up for grabs! Additional coverage created by a mass following online watching ‘Coffin Cam’

STEAL OR SHARE – KEY 103. Sponsored by local bakery chain, two callers have to convince each other they’re honest and genuine people – then behind each other’s back will they steal or share the cash prize? Super engaging to listen to and created a huge amount of chat. Makes you think ‘what would I do’ in that situation – what makes it clever radio.

A hugely entertaining session but packed with thought­provoking ideas!