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iKyp gives GCap that winning feeling
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Capital FM breakfast show hosts Johnny Vaughan and Denise van Outen yesterday challenged pop group The Feeling to make a video for their latest single in just 24 hours – and now fans are getting involved through a unique field marketing campaign.

GCap Media, the UK’s largest commercial radio company and owners of Capital Radio, earlier set the communications experts at Kyp Systems their own challenge - to produce an attention-grabbing promotional piece for the event, aimed at capturing the public’s interest and driving them online to find out more.

Kyp Systems came up with an interactive guide using their iKyp webkey format which connects users directly to The Feeling 24 Hour Challenge webpage when plugged into a PC USB port.

The paper-based iKyp guides are being handed out at the filming location and will include background information on the challenge, whilst the webpage will contain behind-the-scenes clips and content, along with competitions and videos. This is the first time the iKyp webkey format is being used for a large-scale campaign since its launch earlier this year.

Nicholas Miller, chief executive officer of Kyp Systems, creators of the iKyp, said: “The iKyp webkey is the perfect link between the fan on the street and the challenge’s online presence.”

Tim Ferris, group head of interactive at GCap, said: “The beauty of the iKyp webkey is that it’s packed with all the information a fan could need and will keep them engaged with the challenge until they can access the online content.

“We are certain that the iKyp webkeys will seamlessly bridge the gap between the physical and digital aspects of The Feeling 24 Hour Challenge campaign.”

A documentary on the challenge is also being made and will be shown on Channel 4. To keep up with the challenge yourself, visit http://intel.capitalradio.com/

July 17, 2008
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