Robert Plant - Nine Lives Radio Special/
The Challenge
Rhino Entertainment, a division of Warner Music Group was preparing to release Nine Lives, a 10 disc box set of Robert Plant’s solo work that included remastered and expanded editions of nine albums along with a DVD.
The organization was looking for fresh ideas and innovative techniques to leverage Plant’s musical catalogue and the deep history and body of work created by the iconic artist.
The Solution – Making it Connect
Ignition 36 Media developed a three-step plan that prioritized storytelling as a tool to increase awareness and motivate consumers to visit online points of sale. The plan included the conceptualization, creation and global distribution of Robert Plant Nine Lives – The Radio Special, designed to support the release of the special box set.
The one-hour show was designed for multi-platform dissemination including terrestrial and satellite radio, podcasts and other on demand digital platforms. It told the inside story of Robert Plant’s solo career after Led Zeppelin and featured remastered versions of some of his biggest hits as well as interviews with Robert Plant, Phil Collins, Lenny Kraviz and The Who’s Roger Daltrey.
The goal? Provide consumers with a product that connected naturally, authentically and more meaningfully than the standard print, TV, radio or digital ad.
The Results – Measurement & Optimization
Global syndication and airing on 386 radio stations in major markets including New York, Los Angeles, Chicago, San Francisco and Boston and Detroit. Clearance was also achieved on ABC Radio Networks and Dial Global Networks as well as satellite radio
- Nearly $2,950,000 in unpaid advertising and promotional value
- Synergy with on-line points of purchase