IHEART RADIO LAUNCHES LARGE SCALE CAMPAIGN TO SUPPORT

GLOBAL POVERTY PROJECT

Meagan Murphy

THE PR ISSUE

Global Poverty Project feels that there is not enough action in local communities to initiate positive global change to put an end to extreme poverty by the year of 2030

Want to target a younger audience, so they choose to target the specific population of music listeners

CLEAR CHANNEL MEDIA AND GLOBAL POVERTY PROJECT ANNOUNCE PARTNERSHIP

Sept. 28, 2013: Global Poverty Project and Clear Channel Media, the distributor of popular music app “iHeartRadio”, announced their new partnership

To promote their new partnership, they both agreed to launch a campaign to raise awareness about global activism, targeting iHeartRadio fans and music lovers. This is an informational objective since they want to inform the audience about a certain product/idea (GPP)

Goals: to sell tickets for Global Citizen Tickets Initiative and support 2013 Global Citizen Festival

LAUNCHING THE CAMPAIGN

Clear Channel Media and GPP sell concert tickets through globalcitizen.org

Motivational Objective: Each action taken on the site by an individual resulted in points leading up to free concert ticket

• Action could be signing petition or sharing a video via Facebook

• If participant gained enough points, he or she would win a free concert ticket

LAUNCHING THE CAMPAIGN

Another motivational objective was to launch a dedicated digital radio station through iHeartRadio called, “Global Citizen Radio”

Station features top artists, motivating lsiteners to tune in

Raises awareness of Global Poverty Project by contributing messages from charity partners of GPP and GPP supporting artists

• Using spokespeople is a main way most campaigns get audience involved and gain attention. Spokespeople increase credibility, and are a point of attraction to the audience.

THE CAMPAIGN TURNOUT

Successful!! Took place on Sept. 28 on Great Lawn of New York’s Central Park

Artists included Stevie Wonder, Alicia Keys, Kings of Leon, John Mayer

Concert was supported by all six of Clear Channel Media’s NY radio stations

CCM donated $700k of donated media

IF I WAS IN THEIR SHOES…

What they did right was they raised awareness through many motivational and informational objectives. The tactics of selling concert tickets, launching a dedicated digital radio station on iHeartRadio, and informing the young audience by having spokespeople and other supporters speak and give messages to audience were all very successful.

If I were to improve upon this campaign, I would have more informational objectives. I would request people who visited the GPP site to fill out surveys testing their knowledge on global poverty, and provide a reward after completing the survey.

Other methods I would use would be creating banners to put up at the concert and selling t-shirts with catchy phrases, such as, “Jam Out to Feed Mouths”, and listing what GGP does and the artists who played at the concert, on the back of the t-shirt.

For future events, I would try to raise money through raffle tickets, merchandise sales, and selling concert tickets for $10 a person.

WHAT I LEARNED

I learned that in order to launch a successful campaign, there have to be many motivational objectives to get the audience involved. Partnerships greatly benefit a business or organization if the cooperating member is well known, such as Clear Channel Media. Especially if the organization is struggling to be recognized

Sponsorships and spokespeople really help to promote events. Featuring top artists and having them speak about the GPP really helped draw in people to attend the concert.

ONE MORE IMPORTANT POINT:

In order to gain an audience, you must understand them and put them first.

THANK YOU!!