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The Edge Scratch & Score
Role
Campaign & Activation Management
Date
November, 2023
Location
New Zealand
Execution Budget
$35,000 / £15,400
Led the ideation and delivery of The Edge Scratch & Score in partnership with Thrifty Car Rental - a high-energy, multi-platform campaign designed to drive audience engagement and grow the station and clients database through gamified interaction.
The promotion spanned on-air, digital, and in-person touchpoints, combining live competition moments, local activations, and an interactive online scratch-and-win experience.
Listeners Scratched & Scored 34 times on air, while street teams activated 50 local sessions, and the digital game attracted over 11,300 plays.
In total, over $40,000 worth of prizes were awarded to listeners, creating memorable moments across every platform.
