Radio 1 originally 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.com amongst Radio 1's target audience of young music fans. This self-publishing application allows users to represent their musical taste on their webspace whilst encouraging trial of Radio 1 online. A campaign of online ads also led users to trial the station via the Radio 1 Player.
As every Tower features a 'get your own' link, the hope is that users will literally 'spread the word' (Radio 1's current campaign strap-line) in a viral manner. Within days of launch, more than 10,000 Musicube towers had been built and inserted into MySpace profiles and blogs receiving more than 300,000 views.