Absolute Radio plays human table football

Absolute Radio listeners have taken part in a human table football match built for a Wickes brand partnership.

The Bauer Media Audio UK activation turned a Wickes car park into a life-sized pitch for listeners of The Dave Berry Breakfast Show.

Dave Berry and Matt Dyson selected two teams of 20 listeners on air before inviting them to compete in a bespoke game using a set built from Wickes products.

The event was hosted by Absolute Radio presenters Jay Lawrence, Andrea Fox, Matt Dyson and Ben Burrell, with the campaign also using social content and on-air storytelling.

Listeners taking part competed for Wickes gift cards, while people listening at home were able to enter by predicting the winning team online.

The activation was created around interest in football during the World Cup and continued Bauer Media’s partnership work with Wickes.

Shelley Allison, Head of Retail Marketing at Wickes, said: “Our partnership with Bauer Media has always been built on creating authentic moments.”

She added that the activity “taps into the excitement surrounding football in a way that feels natural for the audience”.