DDB Group New Zealand has launched Season 3 of HBO's hit show 'Silicon Valley' with a unique radio/digital crossover.
The
show, based around the lives of tech geeks, has two audiences. Regular
fans and hardcore fans (who engage much deeper with the show and its
inside jokes).
So, in order to speak to both audiences, DDB and
SKY developed a campaign that announced the show's return to the regular
fans over the radio, and rewarded hardcore fans in digital, all at the
same time.
Says Shane Bradnick, ECD, DDB NZ: "This idea got me
excited because it's not only an interesting use of radio as a medium,
dot com forward slash, but also a really fun way to talk to the
different audiences of Silicon Valley, forward slash, this strange quote
will make a lot more sense once you've watched the case study forward
slash."
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