Bauer Media’s Hits Radio Breakfast with Fleur East, Will Best and James Barr partnered with Warner Bros. Discovery this week to celebrate DC Studios’ new Superman film release, marking one of the station’s most ambitious integrated campaigns to date.

The activity culminated in Sam Thompson ‘conducting’ a special ‘Superman’-style stunt in a secret sky-high location, with listeners guessing all week where he was, before it was revealed as the iconic Angel of the North. Sam was at the landmark cheering on a specialist skydiving team as they parachuted from a plane, and building excitement among listeners, in an execution designed to encourage the nation to ‘Look Up’.

The week-long partnership featured on-air trails, presenter live reads and branded content, culminating in a full-show takeover of Hits Radio Breakfast today. The campaign also incorporated a national competition element, with one lucky listener correctly guessing the location of the stunt and winning a Superman-inspired trip to Warner Bros. Studios in Hollywood.

The activation was supported by social media activity and video content to build momentum and audience engagement across all platforms.

Paul Gerrard, Director of Content, Hits Radio Network said, “Having watched Sam complete his epic charity challenge earlier this year we already knew he was a superhero – so he’s the perfect fit for this new Superman campaign! We know our listeners are buzzing about this movie and what a way to celebrate this summer’s biggest release with Hits Radio taking flight with such a legendary franchise.”

Simon Kilby, Managing Director, Bauer Advertising, added; “This collaboration showcases the power of cross-platform storytelling and branded entertainment, blending live radio, social engagement and experiential marketing to deliver standout results for both media brands.”

Alex Lewis, SVP Marketing – Warner Bros. Discovery, UK & Ireland said, “We’re delighted to have partnered with Bauer’s Hits Radio on a huge integrated media campaign to celebrate the release of our hugely anticipated summer action adventure, Superman, ensuring the nation and it’s listeners literally look up to the skies in a one-of-a-kind stunt with Sam Thompson, worthy of the Man of Steel himself”

Superman was released in cinemas nationwide on 11th July by Warner Bros. Pictures.