» For Karstadt AG, I generated a daily audience reach of nearly 1.5 million listeners and secured more than 60 broadcasts. From late summer 1996 through early 1997, I developed and executed a radio PR campaign for “my-world,” the company’s virtual shopping mall and its partner businesses on the Internet.

At the time, German media coverage of the Internet was largely negative. I therefore developed a six-part editorial series that addressed the Internet as well as the opportunities and risks of the emerging information society, while linking the content to my client’s communications objectives.

To give predominantly commercial radio stations an additional incentive to air the segments, I also developed a prize quiz with twelve questions across three subject areas. The prizes were directly connected to my-world and the Internet. People interested in getting online for the first time could win introductory computer and Internet courses at local adult education centers. Computer owners could win the “Karstadt Internet Kit” (KIK) – “Der KIK ins Internet” – which included a modem suited to the winner’s computer, general software, a T-Online voucher, and the latest German-language version of Netscape Navigator. I also coordinated the arrangements required for this collaboration with both partners.

The table below provides an overview of the broadcast results: