CHALLENGE:

Toronto's No.1 radio station, Boom 97.3, plays 70s, 80s, 90s music and wanted to engage with new and current listeners in a fun, meaningful way.

Idea:

Anyone who grew up in the 70s, 80s or 90s has made a mixtape. So, we created MixtapeOfYou.com – a fun site that lets people create, name and share mixtapes. The site was designed to create a digital experience reminiscent of actually creating a mixtape - everything, from skeuomorphic design to details like pressing 'play' and 'record' to start recording. Inherently social in nature, we also played people's mixtape live on air to further encourage participation.

Results:

The campaign surpassed every engagement benchmark with over 70% of site visitors creating a mixtape.
In total more than 14,000 mixtapes were created.
A staggering 78% of the tapes were shared on social media.
Over 6 million targeted impressions were generated within the GTA.