Radio 1 approached Agency Republic looking for a standard online ad campaign to boost their online listening figures by expressing the eclectic mix of music played on the station. Republic responded with Musicubes – a digital first. Musicubes tap into the current popularity of self-publishing sites such as MySpace among Radio 1's target audience of young music fans. This self-publishing application allows users to represent their musical taste on their webspace while encouraging a trial of Radio 1 online. As every Musicube tower features a 'get your own' link, they are inherently viral. Within weeks of its launch more than 30,000 towers were live. The campaign also included the most successful MSN Messenger tab ever created.
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