Bell Media Mix is shilling the beans in a new radio promotion for McDonald’s McCafé.
Two of the media company’s Montreal radio stations, 107.3 Rouge FM and Virgin Radio 96, have partnered with McCafé to distribute its coffee and food products to workplaces throughout the city.
Developed in association with McDonald’s media agency Touché!OMD, the promotion – dubbed the “McCafé sharing chain” – debuted last week and runs through July 19.
It is an extension of a TV contest that took place on CTV Montréal between April 28 and May 18, and featured on-air personalities Chantal Desjardins and Mosé Persico taking a McCafé coffee break with employees from various Montreal businesses.
The radio campaign is taking two different approaches. Rouge FM listeners are being invited to register on the station website for the chance to receive a surprise visit from the station’s broadcast team during their morning coffee break.
A radio host will also make an on-air call to the winning business to see which supplier or client they want to see getting the next day’s McCafé delivery, with Friday winners able to send the team to a Saturday event such as a soccer tournament or garage sale.
Virgin Radio 96, meanwhile, is inviting listeners to show how McCafé brightens their day by sharing selfies with social media colleagues using the hashtag #vrmcafe. The Virgin Radio Entourage will then visit the winner’s offices, and invite them to choose the next company to win free coffee, muffins and cookies.
The contest is being supported by promo messages and live mentions, while ads on the participating stations and the NRJ network complete the contest promotion. The contests will run sporadically through October, the company said.
