In an Australian radio first, the entire Southern Cross Austereo network of FM and DAB+ radio stations united to create McDonald’s Concert in the Clouds, the world’s biggest virtual music festival, featuring the greatest bands and artists of all time.

Each Sunday for four weeks, listeners were given VIP tickets to a seven-hour, ad-break free music extravaganza. Sponsor’s messages were weaved seamlessly into the show as organic product placements, with specific products mentioned in crowd shout outs, backstage interviews and stage announcements (even the pre-show producer credits were delivered as concert safety announcement).

Thanks to McDonalds, listeners were given the best seats in the house to the ultimate music event, and their brand was centre stage throughout.