Bauer Media’s KISS Network has partnered with Lionsgate UK for an innovative partnership with the new blockbuster Saban’s Power Rangers. The campaign, brokered by The Story Lab on behalf of Lionsgate UK, is focused around a bespoke digital pop-up radio station, ‘The KISS Power Mixes’, built within the KISS KUBE mobile app. The station will feature ten individual tracks submitted by undiscovered DJ talent who have been shortlisted for the chance to win their place on stage alongside KISS DJ’s this summer. The ultimate KISS Power Mixer will then be crowned following a public vote.
The campaign was designed to draw influence from the film which follows five ordinary teens who become extraordinary and transform into the Power Rangers. The promotion draws on the KISS brand’s core music and digital values alongside its audience’s strong passion for music by giving them the extraordinary chance of playing at an event for KISS this summer.
The KISS Network will mobilise their 5 million plus listeners to choose their favourite track and DJ by voting online and via the ‘KISS Power Mixes’ radio station which is searchable on the KISS KUBE mobile app. All voters will be entered into a prize draw to win a VR headset, Beats Headphones and a Samsung Galaxy S7 Smartphone.
Abby Carvosso, Group Managing Director Bauer Media Advertising said: “This campaign is a fantastic example of a truly collaborative approach between a client and brand where we were able to bring together our deep insight and instinct around the Kiss audience to life by creating a commercial content partnership that will truly engage with our audience and also bring the film to life and deliver cultural impact for the client”.
Andy Roberts, Group Programming Director at KISS said: “Lionsgate UK are one of our biggest partners and we continue to work closely with the team to innovate and deliver audience engagement across the KISS brand. With the film all about the extraordinary, it worked well with discovering new DJ talent amongst our audience and giving them the extraordinary opportunity of playing at an event with us this Summer”
Simon Dunstan, Senior Promotions Manager, Lionsgate UK said: “KISS is the perfect brand match for a fully immersive, integrated partnership for Saban’s Power Rangers. The creation of a ‘pop up’ digital station to host ‘The Power Mixes’ is a unique way to engage with our audience in a highly creative way, speaking to them directly via music, one of their passion points”
The winner will be announced on 24th March to co-inside with release date of the Saban’s Power Rangers. They will perform at a KISS event this summer alongside the likes of Rickie, Melvin and Charlie from the number 1 national and London Breakfast show.