Kiss FM encouraged its own fans to call up other Brazilian radio stations and request a song by Paul McCartney. The chosen song was the practically unknown track “Angry,” from 1986, which is turning 30 in 2016.

During airtime on Kiss FM’s shows, the station’s hosts invited listeners to request Paul McCartney’s song from other radio stations. How? By reading out the call-in numbers for the other stations, live. Moreover, they themselves called into a number of other stations while on air.

The campaign started two days after the incident with Sir Paul. Hosts on Kiss FM started giving out contact information for other radio stations during their live shows. Fans were encouraged to not only call in, but also to write on the profiles of other stations, requesting that they play “Angry.” During the second week of the campaign (which lasted 4 weeks in all), Kiss FM’s hosts themselves started calling in to other stations while live and on air, setting an example for rock’n’roll fans.

The campaign achieved its primary goal: “Angry” became a hit. It obviously became #1 on Kiss itself (for 6 straight weeks), but that wasn’t all: it also hit #1 on four other rock radio stations, as well as making it onto the charts for stations that focus on other musical genres, such as sertanejo (Brazilian country music), electronic music, pop, funk, and even gospel radio. Kiss’s fans flooded the social media profiles of other stations with requests for “Angry” – it’s impossible to measure just how many, since many stations started deleting the daily requests for the song. Kiss FM’s fan base grew by 18%.