BBC Radio One “Fastest Time Wins”

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Race against real life performances of your favourite Radio 1 DJs and celebrities.

BBC Radio 1 and 1Xtra launched a week of gaming-themed content with an exclusive online campaign “Fastest Time Wins”. The game allows players to race in the guise of a DJ against the station’s guest celebrities.

The Challenge:

Produce a viral game connecting Radio 1’s audience to the DJs.
Appeal to target audience of 16-21 year olds.
Increase number of BBC Radio 1 listeners.

The Solution:

Key tracking system allowing games to be ‘recorded’.
Listen Live’ to BBC Radio 1 in game.
Gain a turbo boost if your chosen DJ is on air.

The Results:

Over 1 million game sessions in seven weeks.
200,000 people encouraged to listen online in that period.
Laps recorded by 30+ DJs and celebrities.