Bloggers are, next to friends, the most important influencers for movie-goers.

For our client “Twentieth Century Fox Germany” we wanted to activate this premium target group to write about the new movie “Chronicle – What are you capable of”.But the problem is, that bloggers are hard to reach and even harder to activate, because they get spammed by nearly every film company. So we had to find a creative way to get their attention for this movie!

We wanted to distribute an exclusive trailer of the film and at the same time we wanted to give our target group an new kind of media experience. So we chose a very untypical medium to promote the visual stunning movie: Radio!Our Idea: We show the exclusive trailer via radio and allow a radio commercial to become visible.To realize this idea, we firstly produced a normal radio commercial.

Then we set up an exclusive trailer, which matched perfectly to the audio-sounds of the radio spot.

This trailer was integrated in a mobile app with a new form of audio-tracking, which was distributed exclusively to our target group, with the request to listen to a special radio commercial on a special date.

Then the magic happened: When the users listened to the radio commercial, the mobile app tracked the sound and showed the matching trailer to the spot. So the users heard the sound from the radio while they were able to see the radio commercial on their mobile!The new media experience was a great success: Distributed to the top 5 bloggers, we generated more than 3.5 million free contacts and increased the amount of fans on the Facebook-Fanpage by more than 30% in just 2 days!