Australian radio comp attracts global headlines

Outlets including The Sun and Daily Mail in the UK have covered the Adele tactic staged by Sunshine Coast-based 92.7 MIX FM. 

Adele superfan and mother-of-five Yvonne Mitchell has garnered international media attention after subjecting herself to Adele’s Rolling In The Deep for 72 hours straight in an activation from breakfast duo Mark & Caroline.

The station broadcast a live feed of Yvonne on Facebook Live between 4am and 7pm Monday to Thursday and 4am and 3:30pm Friday, as well as keeping listeners engaged with Instagram photos throughout the week.

“This is a great example of how quickly radio can adapt,” said EON Broadcasters Group CD Rod Brice. “The market talk about the event was incredibly positive and Yvonne was a joy to have in the station.”

The 48-year-old was awarded with two double passes to Adele’s Brisbane show at the weekend after conquering the gruelling challenge.

“This was probably harder than having all of my five children,” she told The Sun after the ordeal was over.

Mark & Caroline even shouted a limo for Yvonne and her family from the Sunshine Coast to The Gabba in Brisbane to see the show.

When asked if it was worth being locked away in the “Adeletorium” for five days, Yvonne said, “I would have done it for another two weeks if I needed to.”

Listen to the audio courtesy of EON Broadcasters: