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BBC Radio 5 Live: match promotion

Results

20k video views, and content around the giant Mexican Wave reached over 500k football fans and potential Radio Five listeners

CHALLENGE

BBC Radio 5 Live is the BBC’s national radio service that specialises in live BBC News, phone- ins, interviews and sports commentaries. It is
the principal radio station covering sport in the United Kingdom, broadcasting virtually all major sports events staged in the UK or involving British competitors.

During the last World Cup, BBC Radio Five Live wanted to promote the station’s content and match reporting.

SOLUTION

We got BBC Radio personalities to create a giant Mexican Wave using YouTube. For each we created a short 10 second clip, where they each filmed part of a wave. Members of the public were then invited

to send in their own clips. Those clips were then added together in one giant Mexican Wave film.

RESULTS

BBC Radio 5 Live received 20k video views, and content around the giant Mexican Wave reached over 500k football fans and potential Radio Five listeners.

Mark Adams, Chairman at Honey has worked with BBC Worldwide on social, mobile startups and investment strategies.

Reached over 500k fans