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.


Anyone who grew up in the 70s, 80s or 90s has made a mixtape. So, we created – 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.


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.