Page 172 - Best Digital Marketing Campaigns in the World

163

Case Study 22

12 cams create your
rainbow

The challenge

To use digital channels to both promote the TV programme covering Radio-
head’s Japanese tour, but also to increase brand awareness for major
J­ apanese pay-TV channel, WOWOW.

Target audience

Japanese TV viewers (although not necessarily WOWOW subscribers) with
an interest in foreign music in general and Radiohead in particular.

Action

The team created a website to act as the online hub for the campaign. Content
on the site was developed to promote the Radiohead live event TV