Starting yesterday, Public Chats will promote the Live@KISS show (Monday – Friday, 3 – 7pm) for two months to drive awareness and take-up of the platform. The on-air and online promotion will see Viber come to life through promotional and editorial activations across on air, social and digital platforms, with Viber branding in the studios and on video bumpers.
Live@KISS broadcasts live across three different platforms: on-air, online via a video stream and social media and this 360 degree platform allows KISS FM UK listeners to absorb multiple messaging and promotional mechanics, driving them from on-air to online, to social feeds and to the live stream.
KISS is also hosting a Public Chats group, allowing listeners to subscribe to receive access to behind the scenes content whilst the show is on-air, as well as ask celebrity guests questions. Live@KISS’ dedicated social content producer will be leading the Public Chats content which will be tailored to the show’s daily schedule, guests and themes, reacting in real time to the hot topics of the moment. KISSTORY and KISS FRESH will also use Viber for promotions, allowing the audience to send KISS voice notes and messages, which will then be produced into promotional trails and aired across these platforms.
Andy Roberts, Group Programme Director, Kiss UK, said: “Live@KISS has social interaction at its heart, so working with Viber is a natural fit. The Public Chats group gives our audiences even further insight into the show, deepening their relationship with the brand.”
Bauer Media’s The Debrief, the digital lifestyle brand for 20-something women, is also hosting a Public Chat. Content is activated in the style of The Debrief on the Viber platform between 8 - 9am and 6 - 7pm from Monday to Friday, giving the valuable millennial audience their regular fix of entertainment and chat, says Bauer. Content includes a TV themed 'Public Chat' session discussing current TV shows, the first focusing on new series 'Liberty'.
To further amplify the campaign, wider social interaction sees the content shared on all of The Debrief’s social platforms and display advertising for Public Chats will also run on TheDebrief.co.uk for three months.
Clare Chamberlain, Head of Creative and Brand Solutions, Bauer Media, said: “Viber Public Chats are about staying up-to-date with entertaining and inspiring content from the people and subjects that matter most. Both KISS and The Debrief deliver a constantly connected audience and Bauer are in a unique position to be able to work with Viber to really ignite conversations and buzz around the new Public Chats.”
Zoe Laycock , Global Product & Partnerships, Viber, said: “Kiss and The Debrief are a perfect fit for Viber Public Chats because they provide up-to-the-minute news about music, entertainment and the latest trends to a constantly connected audience. We’re pleased to support Live@KISS with a promotional campaign that introduces Viber and drives Kiss fans to Public Chats during our launch period.”
