Taking new audiences on a voyage of discovery
There’s a large audience of new, passionate and digitally aware listeners for the BBC to tap into. Our work for most of the BBC’s national radio brands focuses on taking big ideas from the big shows and creating shareable formats to excite fans on social media.
We looked at how target audiences, music fans, football fans and potential listeners to Radio1, 1Xtra, Radio 2, 6 Music, 5 live and Asian network used social media and the BBC. The outcome was to turn linear radio shows into a series of week-long conversations between performers, fans, bloggers, and listeners via social media.
Social activity used Facebook and Twitter, also extending across newer and emerging platforms such as Instagram, Vine, Audio Boo, Sound Cloud and Google +. Formats included Now Playing @6Music, where a conversation on social media drives programming editorial, and The Pint-Sized World Cup on 5live, providing events, goals, and comments in a visual package.
The emphasis was firmly on building engagement through participation and discovery to help turn fans into advocates of BBC programming.
We are proud to currently be retained by the BBC Pop Hub of Radio 1, 1Xtra, Radio 2 and 6 Music as well as by 5 live and BBC Asian Network for their social media output.