12 CaMs CreaTe your rainBoW
Case sTuDy
The challenge
To use digital channels to both promote the TV programme covering Radio-
head’s Japanese tour, but also to increase brand awareness for major
Japanese pay-TV channel, WOWOW.
Target audience
Japanese TV viewers (although not necessarily WOWOW subscribers) with
an interest in foreign music in general and Radiohead in particular.
Action
The team created a website to act as the online hub for the campaign. Content
on the site was developed to promote the Radiohead live event TV
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