KISS and Channel 4 have launched a month-long treasure hunt that takes audiences from breakfast radio to social media and Liverpool-made soap Hollyoaks in pursuit of a trip to Australia.
KISS and Channel 4 have joined forces for a multi-platform competition designed to move audiences between radio, television and social media.
The month-long ‘Prize & Seek’ campaign centres on a mystery unfolding across KISS Breakfast, Channel 4 programming and Hollyoaks, with participants following a trail of clues to find a hidden prize.
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The partnership builds on the existing relationship between KISS and Channel 4, bringing the two brands’ platforms together to create a single connected audience experience.
The mystery began on KISS Breakfast earlier this month, when presenters Tyler West and Chloe Burrows explored the things people keep hidden, from secrets withheld from friends and colleagues to the experience of living a double life.
The conversation then took an unexpected turn as the pair revealed that they had a major prize to give away – but listeners would first need to find it.
Between September 21 and 28, KISS Breakfast is developing the mystery through editorial content, trails and social storytelling, releasing clues as the campaign unfolds.
The search then moves to Channel 4, where audiences are encouraged to watch programming for further information about the location of the prize.
That journey eventually leads to Hollyoaks, where West and Burrows have hidden KISS Breakfast-related clues for listeners to identify if they want to win the holiday.
Behind-the-scenes Hollyoaks material and editorial content across KISS social channels will extend the story beyond the broadcast elements of the campaign.
The final stage will return to KISS Breakfast, with three finalists taking part in a live on-air challenge. The eventual winner will receive a trip to Australia.
Simon Kilby, managing director of Bauer Media Advertising, said: “Prize & Seek is exactly the kind of partnership we love at KISS – it’s big, unexpected and designed to get people talking. What makes it particularly exciting is we’re creating one story and using the strengths of radio, television and social to make audiences part of it at every step of the way. Every touchpoint gives people another reason to follow the story, get involved and see what happens next.”
Lisa Nash, director of brand and content marketing at Channel 4, added: “Prize & Seek is a great example of what’s possible when we bring together the strengths of KISS and Channel 4 to create something that audiences can genuinely participate in. By turning the competition into an unfolding story, we’re giving people a reason to move between radio, television and social, with Hollyoaks providing a brilliant and unexpected moment at the heart of the campaign.”
