The interactive radio promotion concept ‘Crack The Code’, developed by UK based Australian imaging producer Richard Spears has won ‘Best New Media Initiative’ at the inaugural European Radio Awards held at NAB in Barcelona, Spain. London Dance/R & B station Kiss 100 ran the promotion, which was created in Australia and first heard across the Austereo ‘Today Network’ and several Sea FM stations in 2004.
Crack The Code is an interactive radio promotional concept designed and developed by UK media company Rasprodz. The software that drives and controls the broadcast mechanic was created with the aim of updating radio contesting by using technology that enables listeners to have complete control of their participation and chances of winning simply by using the keypad of any modern telephone during a live broadcast.
Kiss 100 was the first station in the UK to introduce this innovative radio concept, with the station’s PD, John Hipper explaining to radioinfo why he chose the promotion:
When MTV approached Kiss 100 to give away Madonna’s van, as featured in the “Sorry” video and MTV’s “Pimp my Ride”, we knew we had to come up with something unique and exciting. A pimped up van would definitely have value to Kiss 100 listeners and competition would be fierce.
We went with Crack The Code for several reasons.
The technical feel of Crack The Code was right for our audience of 15-24 year old Londoners, and because mobiles phones are an essential part of their everyday lifestyle, this mechanic was a perfect fit.
Crack The Code doesn’t rely on radio ‘magic’ or fake sound effects to convince the listener that there’s something happening that really isn’t. The idea of listeners interacting with a computer that genuinely responds to their mobile phone keypad instructions live on air is just fantastic and real.
This game is completely “un-riggable”. Not only does the listener have no idea what the numbers are, but neither do we. This means that DJ’s can’t drop hints and producers can’t “pre-select” correct answers before the game. It’s all under the control of one computer and our audience. Nervous DJ’s everywhere!
We knew that people would follow the game, but we didn’t expect the reaction we got. As more numbers were correctly entered, the switchboard jammed with our listeners trying to get on air to play… when only one number remained it went into fever pitch.
When all 4 numbers were entered, we got the classic “radio screamer” – it really brought the game to a fantastic climax. All indications are that people were listening longer and tuning back in to play in the next show.
Crack The Code is designed to bridge the gap between traditional radio promotional contesting, and interactive game technology using mobile and fixed line telephones. The concept takes radio contesting and programming to new levels of attracting audiences that demand more exciting, challenging and entertaining content that literally allows audiences to play and take control wherever they happen to be.
The computer software begins each game with a randomly generated and encrypted four-digit number. i.e. ‘The Code’. In every instance, this randomly generated number is never revealed, until the winning player works out and enters the correct sequence of numbers.
Once a player is established on air, they follow the voice prompts played by the games software interface. The computerized voice instructs each player to enter, in sequence, their chosen four-digit code.
By pressing their chosen numbers in sequence on their telephone key pad one at a time as instructed, the generated DTMF signals are also broadcast. These tones are simultaneously calculated by the interface software, identifying the numbers as they are entered.
The voice prompt repeats these numbers so that all listeners will know which numbers have been entered by the player. Once all four numbers have been entered, the interface software calculates and reveals how many numbers are correct. It continues until the final winner has entered the correct code.
Crack The Code has been designed to increase audience TSL (time spent listening), market share and reach. The only way to ‘Crack The Code’ is to listen to previous players attempts to work out the correct numbers through process of elimination.
The KISS 100 ‘Van For A Fan’ promotion was further enhanced by an online version of the game that allowed listeners to play as often as they liked for fun. This also gave the sponsor additional exposure, and listeners a better ‘feel’ for the game.