20th Century Fox in exclusive 6-figure deal with KISS FM for Kingsmen: The Secret Service
Bauer Media's KISS FM UK has announced an exclusive six-figure partnership with 20th Century Fox which sees upcoming film Kingsmen: The Secret Service sponsor The KISS Chosen One.
The multi-platform campaign, which includes 20th Century Fox's biggest single creative radio spend to date, began on January 5th, 2015 and will last for seven weeks to drive interest in the film and ticket sales.
The campaign will target KISS's audience of millennial entertainment lovers between 16 and 24 years old and is running across KISS FM UK, KISSTORY and KISS Fresh, online on kissfmuk.com and @KISSFMUK on social media. It is also being shown across Box TV channels, including 4Music and The Box.
The campaign activity includes KISS live from the red carpet at the film's premiere and Fox branding at the KISS Presenter Academy, hosted at the newly refurbished 1 Golden Square.
Now in its fourth year, The KISS Chosen One will return in 2015 in search of a new KISS presenter. Reflecting the plot of Kingsmen: The Secret Service, which is about a regular kid joining an exclusive group, KISS will offer the chance for an audience member to win a three month on-air contract with the brand.
The Chosen One has grown to be one of KISS' flagship properties and has previously attracted brands such as Garnier, giffgaff and BlackBerry. Past winners include Charlie T and AJ King, with other previous contestants such as Live@KISS' Andrea Zara and weekend's Tinea Taylor also now on the KISS FM UK schedule.
Andy Roberts, Group Programme Director, KISS FM UK, said: "The KISS Chosen One is a great opportunity for someone to be the next KISS presenter. The search will start in January and we'll be auditioning and recruiting someone out there that has a unique personality and the qualities needed to engage with the KISS audiences across the U.K."
Krissie Ford, Head of Client Development, Bauer Media, said: "Bauer always tries to push the boundaries of the creative solutions we offer clients. 20th Century Fox's substantial investment and support for The KISS Chosen One is testament to the opportunities our market-leading brands can offer partners.
"We know the KISS audience are passionate about all things entertainment, so the promotion of Kingsmen: The Secret Service is a perfect fit and one we eagerly await to hear on air and see across KISS' various digital and social platforms, as well as on-site at Westfield Shepherds Bush."
Sarah Francis, Senior Media Promotions Manager, 20th Century Fox, said: "We are delighted to be sponsoring KISS Chosen One. It is a perfect association for Kingsman: The Secret Service, which is a movie about regular kid who gets recruited into an elite spy world. This is a big piece of activity for us and KISS have been incredibly flexible and allowed us to integrate elements of the film and our release strategy".
Recent RAJAR figures show that the KISS UK network reaches 4.9 million people - up 5% quarter-on-quarter.
The deal was brokered by Vizeum, led by Robbie Ashcroft. Kingsman: Secret Service is out in UK cinemas on January 29th.