UIP incorporated SPOT ON, Red Cherry's Interactive Radio Platform, into two movie campaigns in January 2005, namely Resident Evil & Team America. Red Cherry produced tops & tails, which ran in conjunction with client's radio commercial.
The production & airtime for the top & tail was at no cost to UIP, as it forms part of Red Cherry's added value offering. The top & tail that was produced increased the 20" commercials to 40".
Red Cherry offered UIP the opportunity to research the callers, and generate a firm database of those that wanted to receive more information on upcoming UIP movies. There were over 385 calls generated from the 5FM, of which 25% of the callers said they wanted to be part of a UIP database.
Red Cherry monitored the call volumes & research received every 24 hrs, and all information was placed on the Red Cherry website for clients' perusal.
The research & the database are provided as added value when using any of Red Cherry's Interactive TV/Radio Platforms. Prizes, in the form of movie tickets, were supplied by Red Cherry as part of the added value offering.
The Interactive concept was used to increased noting of the commercial; create active & passive target market participation; generate valuable research and a database, create a point of difference and break through the clutter.