AUSTEREO SYDNEY AUSTRALIA
Green light for Gotcha
On 8 August 2011, 2DayFM launched Australia's first Gotcha execution - Kyle and Jackie O’s Holden Cruze Car Chase. The promotion set out to engage technology-loving listeners and guarantee sponsor Holden first place in the innovation stakes. The results blew everyone away.
Over two weeks more than 24,000 Sydneysiders joined the chase, 2DayFM's ratings increased by 5% in its key target of females aged 25 to 54, and station share across the workday increased by 10% overall. The promotion was so successful that it was named 'Best Multimedia Execution' at the 2012 Australian Commercial Radio Awards.
The promotion was made possible by licensing a customised version of Gotcha. Up for grabs? A Holden Cruze with $10,000 in the boot. To join the chase listeners registered at the competition microsite and downloaded an app for iPhone or Android.
The app included all game rules and allowed players to track a virtual Holden via GPS. Once within 100m they became the ‘driver’ and whoever was driving when Kyle and Jackie O waved the checkered flag, won the real Holden and cash. Gotcha’s parallel server solution and live game database hosted in the cloud allowed 2DayFM to monitor play, pause the game, issue notifications and contact players for updates. Listeners could also watch the race unfold live online.