Imagine you are a marketing executive at your favorite FM radio station. You have approached a movie studio about a strategy to spend money at your station to promote their latest release to a Gen Z audience, with a secondary target being their parents. Studio executives don’t believe Gen Z still listens to FM radio, considering them a solely digital audience. Use the NAB – Radio’s Roadmap to Gen Z Listening podcast https://www.spreaker.com/episode/media-insights-from-generation-z–20049414 to outline a strategy for promotion. Include specific data points from the podcast and address each of the following prompts:
How can you use advertisements played during breaks as a part of your strategy? What data do you have to support this strategy?
How can you use the station DJs as a part of your strategy, will you include callouts (the DJ talks about the movie on air) or appearances at events to promote the movie? What data do you have to support this strategy?
How can you use promotional events for the movie that includes station branding? What data do you have to support the use of this strategy?
Part Two: You are the marketing executive for the movie being released in Part One. You have decided to go with the radio strategy pitched to you, but want to supplement it with a social media campaign that you want to go viral. Based on what you learned in the Buzzfeed video, what are some elements you would consider when developing the content? What will you use in terms of creative messages, written posts, photos, or video? In 2-3 paragraphs, explain the strategy that you would suggest to “go viral”.
