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How Top Radio Stations Deliver Branded Content That Performs on Social
In a world where brands are fighting for attention, some European radio stations have understood how to transform their programmes or events into engaging and viral digital content. Here is a selection of concrete cases where the on-air channel becomes a starting point for social network activations, with or without their presenters.
1. Heart, British Airways and Universal Orlando Resort unveil new attractions
The “Seat in the Sky” operation offered Heart listeners the chance to travel to Florida for a magical adventure at Universal Orlando. The operation began on air with fun games (for example, you had to answer “i want my seat in the sky” on the phone), then continued in force on the networks with stories and content filmed on location. Olly Murs and Mark Wright gave their all to test the attractions. Global explains the operation in detail on its website
2. NRJ and JBL rock the NRJ Music Awards trophy
For the NRJ Music Awards 2024, NRJ and JBL deployed an ultra-creative FOOH (fake out of home) campaign, relayed on a massive scale on TikTok and Instagram via influencer Boris Becker (1.4M subscribers on TikTok). He uncovered the NRJ Music Awards trophy in a giant display in front of the venue and moved it around using JBL headphones. Read all about it here.
3. Capital and Canva give listeners the chance to post themselves on a giant advertising billboard in London
Global used its Capital radio station and one of its billboards to carry out this operation. All the details are explained on their website
The radio station also produced other content with its host: some very funny mini-games where two people compete against each other in a Canva challenge.
4. LOS40 and Dormitienda go behind the scenes at the Music Awards
The Spanish bedding brand asked two Instagrameurs employees of radio LOS40 (the social media manager and a journalist) to show the Music Awards from the inside. Using two videos, the two presenters of these vignettes went round the room to show every nook and cranny.
5. KISS and VOXI mobile make Ex-Orcism
For Halloween, KISS and VOXI created a crazy show where listeners told why their ex deserved an exorcism. The operation culminated in an immersive evening filmed in a haunted mansion, broadcast via streaming and relayed on the networks with former Love Island contestants. Read all about it on the Bauer website.
The finale in the manor house:
6. Global x Netflix create Stranger Things radio
Global has created a temporary DAB and digital radio station for Stranger Things, with 80s jingles, fictional Hawkins ads and more. Everything has been designed to immerse you in the series. All relayed by the hosts of their adult radio station Heart. I tell you all about it in detail in this article.
These activations show how radio can be a powerful starting point for building engaging social media campaigns. There’s no need for huge TV budgets: a good idea well executed on air can create viral formats, reinforce events and make the partner brand shine.
