Kudos to Mark Hamilton and Entercom's KNRK for putting together a great promotion with Snow Patrol and Toyota's Scion. Covered in Brandweek, the partnership is a textbook effort that links a cool band, a cool car, and a cool station. It's also great use of consumer-generated talent, in this case, a listener designing artwork for the sleeve of a 7-inch Snow Patrol single. The winner drives home a new Scion wrapped in the cover art.
It is truly gratifying to see a major youth brand - the Scion - step up and use the most efficient, highly targeted, personality-rich medium - radio - to build awareness and loyalty. It is notable that Scion sales have fallen 30% in '07, perhaps due to marketing that was too narrow. KNRK provides a mass appeal outlet on its own air, and by utilizing its extensive 70,000 strong email database that announces the promotion.
This is a great promotion for NRK and for Alternative radio, and it's a great example of how to meld local radio, a national brand, and music into a successful promotion. This is the type of effort that stations everywhere should be striving to put together.