Lost In A Box A Highly Successful Location Based Radio Competition using Web Maps

When The Edge radio station decided to put together a location based competition, they called on GeoSmart to help. The concept was that they were going to hide a girl in a box for 21 days and listeners had to guess where she was by going onto The Edge web site where there was a GeoSmart Map and place a virtual pin on the map to guess where she was. At the end of the campaign Emma (the girl in the box would win $10,000 as would the lucky person who guessed the correct location, based on daily clues and other radio activities during the campaign.

GeoSmart provided the web map and tools allowing people to place their guesses on the map.People were only allowed one marker each, but they were allowed to move it as often as they liked. The Edge Network promotion manager, Robert Dickey came back to us saying, “The mapping system was amazing, everything that we could have wanted. Listeners found it easy to use and I’m sure it had millions of hits.” He was also very complimentary of out Web Developer who “was great and always willing to help with any thoughts or changes I may have had.”

I think the metrics blew us all away, we had no idea how popular this promotion was going to be, but Kiwi’s took to it with gusto. The results? Robert Dickey said: “We hade over 3.5 million page impressions, over 200K UB’s who spent an average of 7:45min on the site.”

We have been saying for a long time that Location is the next big thing in Marketing and have been thrilled to have a partner in The Edge that shared our belief and helped us prove it. This was an excellent example of using location in marketing.

If you have an idea on how you could use location in your marketing or promotional activity, be it a launch, location based games, letting people know where your events are, or where they can source your products and services, why not have a chat with us and see if we can help.