Seek ways to use new technology to engage a new audience, capture data and generate buzz around a temporary studio in central Edinburgh.
As part of activity to increase market share and continually speak to and recruit a younger audience, XFM used a range of new digital technologies.
During August 2007, XFM set up shop, quite literally, in a vacant store in the luxury retail area of Multrees Walk in Edinburgh’s city centre.
Throughout the period, XFM broadcast live from this temporary studio.
Although the public were not allowed into the studio, XFM wanted to involve and engage passing foot traffic, as well as to provide a destination for the "Street Teams" to promote. Sitting in the centre of a full-window vinyl, a touchscreen PC sat inside the studio and was accessed by members of the public from outside – through the glass – giving them the opportunity to sign up for competitions and the XFMplus mailing list. With prompts on-air to encourage sign-up, and an animated attractor loop with station branding and iconography, the screen was a perfect way to capture data from a new audience and bring the Studio into the Street.
Elements included:
Touch Screen (through glass)
Whispering Windows
Data capture
Direct-to-studio interaction
Mobile updates
Content management for updates
The innovation was shortlisted for the Radio Marketing Excellence Awards 2007. XFM Scotland extended the lease of the temporary studio solely to retain the kiosk in place.
