BBC goes cross-platform
February 6th, 2008 by Thomas
The latest marketing campaign from the BBC will launch across media platforms, it was announced. Promotion for the corporation’s New Sound of Asian Britain will include a 30-second TV brand trail, two ten-second TV appointment to listen trails and an interactive online game. “The Asian Network campaign shows how music has been developed on Asian Network into a key part of the station’s identity,” said Andy Parfitt, controller of Radio One. The drive will see a host of stars promote the channel on TV, Radio and the internet. Radio One DJ Bobby Friction, DJ Kayper, rapper Mumzy and singer H Dhami will all make appearances. Marketers are increasingly creating combined campaigns featuring traditional static displays, alongside video and interactive elements. Using targeted branded messages within social networks has yet to prove successful for Google. The company’s co-founder Sergey Brin recently admitted some of the company’s plans to monetize the sites “did not pan out as we’d hoped.”
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