The campaign will place NOW TV at the heart of the entertainment world via multiplatform activity across Bauer Media’s Magic and heat brands.
The campaign includes a partnership with Magic’s ‘Drivetime with Richard Allinson’ (Monday – Friday, 4.30pm – 7.30pm). This will focus on the Entertainment Hub and Green Room, which sit at the heart of the Bauer Media portfolio, capturing and sharing entertainment content.
The activity will see NOW TV credits placed around entertainment features, plus a takeover of the online Green Room at Magic.co.uk with NOW TV social feeds. There will also be the opportunity to win a variety of prizes associated with the different film and TV releases, including a trip to see first-hand where Games of Thrones is filmed.
There will also be activity across heat, with sponsorship of heat radio’s daily showbiz bulletins, native content in heat magazine and an online hub at heatworld.com with further prizes to be won.
Abby Carvosso, Group MD, Bauer Advertising, said: “Our outstanding entertainment credentials, with influential brands such as heat and Magic at the heart of popular culture, offer the perfect platform for NOW TV. Aligning the brand directly with the entertainment world, NOW TV can benefit from a raft of opportunities to engage with our valuable and TV and movie-loving audiences.
This is a great example of how we can deliver an innovative multiplatform solution to clients, with true audience engagement.”
Jana Mollet, Head of Brand Advertising, NOW TV, said: “Having run multi-brand partnerships with Bauer in the past we had every confidence in their ability to execute a highly engaging and reactive campaign.
By working with brands such as heat and Magic, we have direct access to influential audiences, who are passionate about entertainment content. The multiplatform campaign, including everything from native content to social interaction, is really exciting for us.”
The deal was brokered by MediaCom and managed by TPF.
Last month, Magic Radio launched two new stations on the second national digital multiplex (D2) – Mellow Magic and Magic Chilled. In the latest Rajar figures, the Magic Network increased its reach by 21% yoy, with 3.3 million listeners.
Heat Radio also became a national station on DAB with the D2 launch.