Metro Radio, Emap’s North East based radio station, today announced the launch of its promotion ‘Topless for Summer’. The campaign aims to drive more Metro listeners to tune in to the station, as well as growing its SMS database. Kicking off on the 14th July and running for four weeks, ‘Topless for Summer’ invites listeners to take part in the hottest radio competition of the summer where three Peugeot 206 convertibles are up for grabs!

The three branded Metro cars will be driven around the North East in convey distributing competition 100,000 flyers at shopping hot spots, large workplaces, colleges, universities etc. both in the run up to and whilst the competition is running on air.

The A5 flyers display a large reflective car mirror, in which you can see your reflection. The flyer asks: ‘Mirror, mirror in my car, who is the coolest one by far?’ and invites listeners to: txt the words ‘topless4summer’ with their name and age to a mobile number.

Participants are then encouraged to listen to Brian Moore’s popular Breakfast Show where he will read out worded codes, before calling one of the lucky participants. The code which changes daily will be 2, 0 or 6.

The lucky listener that’s called has to answer “I want to go topless4 summer with Metro Radio’’ with the code that Brian has just read out in order to be the lucky winner driving away a brand new Peugeot convertible!!!

The promotion will be supported by on air activity by Brian Moore and the other Metro DJs.

SMS has been a key marketing medium for Metro Radio for the past two years. It now has over 22,000 text club members from previous competitions, such as the ‘Anonymous Valentine’s Game’. Metro DJs have also been using Flytxt’s live feed interface for the past two years, allowing the DJs to interact more easily with their listeners.

To give you an idea of the types of inbound messages that Metro receives, read on: