Kiss FM's audience is hungry for rock and its stories. So we did an experiment that would reward the most avid fan, BUT only if they paid close attention to our content. We created a video showing the most shocking deaths of rockstars - all true, that's to say. And we hid little Easter Eggs in every scene in the movie.
On Facebook, we started a conversation with fans about the Easter Eggs. We encourage people to look for them, rewarding those who found and solved the hidden clues.
The coordinates on the radar, placed on Google Maps, show us the exact location where Buddy Holly's plane crashed.
The lines and dots seen in the scene, inserted into any morse code translator, show us which artists died this way.
At the bottom of the X-ray, we see a series of numbers and the letters T RY AS C-II (Try Ascii), ie the rocker's name written in ASCII.
On the girl's necklace we read: OFGUITARH. This is the handle of a twitter account explaining how Jimi Hendrix died.
In this X-ray, we have a hint: CR@ZYDIAMOND2006. It's an instagram account where you find out which rocker died that way.
On the roll that falls, we see a bit.ly address that redirects us to the Wikipedia article on the Death of John Lennon.
We had a 400% increase in relation to other promotions made by KISS FM. All this without any media investment. All organic, fun and with high participation from the entire radio rock nation. There were a total of 20 prizes, such as custom guitars, shirts, posters, etc.
CCSP - 1 Silver ( Die Hard Hunt)
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