Fugitive goes digital

Technology & Convergence

June 2008 marked the fourth season of 94.7 Highveld Stereo's popular Fugitive promotion which, for the first time ever, had extensive reach across various digital platforms. A highly interactive, listener-driven competition, the Fugitive is based around a mystery man - unknown even to 94.7 presenters - with a cash bounty on his head, who reveals clues on-air as to his whereabouts in order to allow listeners to find him and win the money.

“This year, together with sponsor Vodacom, we really maximised use of our digital platforms with the aim of creating even more listener interaction. We also introduced a number of new features to take the Fugitive concept to a new level. Listener response has been overwhelming, with very positive feedback being received for the new digital innovations we've implemented,” said Simon Parkinson, 94.7 Highveld Stereo promotions manager.

“Vodacom got involved with sponsoring the Fugitive as an opportunity to drive consumer awareness of our extensive broadband offering. To this end we are extremely happy with the outcome as the format, and 94.7 Highveld Stereo's execution thereof, was digitally interactive and demonstrated the benefits of our broadband offering- high-speed data mobility,” said Enzo Scarcella, managing executive, marketing, Vodacom South Africa.

The Fugitive also made his TV debut this year, with an above-the-line campaign on etv. A number of different marketing tactics were also employed, including a sneaky ambush campaign, where the Fugitive visited schools and businesses - with the help of a mole on the inside - and left calling cards in various locations.