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.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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