A team of independent online marketers, commonly known as e-teams, will exploit existing relationships with site owners created during a promotion for an Xfm album in January. Online marketers approached sites to host competitions that gave away copies of the album prior to its launch, along with tickets to live gigs.
The new drive, set to launch this week, will see the team offer owners of youth web sites free merchandise, audio and video content from Xfm's Christian O'Connell breakfast show and live gig footage in return for promotional editorial slots.
Sites targeted include independent music site irLondon (www.irlondon.co.uk) and a fan site for indie band Radiohead (www.saunalahti.fi/hoge).
Greg James, account manager at Cakenewmedia, said the campaign aims to develop a grassroots level of awareness for the radio station and identify online communities with an interest in Xfm's content.
"If a teenager has an unofficial fan site for their five favourite artists, say, our marketers will seek to develop relationships with them and give them exclusive content first,
says James. "It gives us more of a community- and fan-based level of endorsement."