People went crazy this week in Romania when the no.1 radio station (Radio ZU) started the second part of the campaign called “Trade your mother-in-law for a goat”. The contest challenged a couple to exchange their mother-in-law with a real goat and live with it for a week in the same flat.
The audience can check on the goat 24/7 on a webcam installed in the flat. The campaign is so viral that today we had a 42.000 spike on RadioZu.ro (triple the traffic of Radio21, the main competitor).
RadioZu is full interactive experience combining social radio with viral and online community elements. The concept is so powerful and so out-of-the box that the local competitors still don’t get it and don’t understand what hit them in the last six months.