Nova 100 has kicked off one of its biggest listener promotions of the year, with Melbourne breakfast hosts Jase & Lauren launching a live treasure hunt for a share in a $250,000 prize pool.
The interactive campaign, Jase & Lauren’s $250,000 Hide & Seek, officially went live this morning at 8am, with the radio trio broadcasting from an undisclosed location somewhere in Melbourne.
The twist? Even Jase, Lauren and Clint don’t know where they are, and now it’s up to their audience to track them down.
Radio meets real-time engagement
This high-stakes game leans into a hybrid of traditional broadcast and real-time digital engagement.
Listeners are encouraged to tune in to Nova 100 and monitor @jaseandlauren on social media for clues about the trio’s location.
Live updates and hints will be delivered throughout the day, not just during breakfast hours, designed to keep listeners locked into the station and across its platforms.
If no one locates the hosts by the weekend, the show will continue broadcasting from the secret location between 8am and 10am.
A shrinking jackpot
The campaign hinges on time pressure: the $250,000 prize pool is already decreasing, with $1 deducted every second from the moment the game started.
The winner will claim whatever’s left in the pot.
To win, a listener must knock on the correct door between 6am and 6pm and say the phrase: “Jase and Lauren come out come out wherever you are.”
For clarity, Nova has confirmed that the hosts are not hiding in a school, hospital, or residential property.
Fierce competition
The competition comes off the back of the most recent radio ratings survey, in which Jase & Lauren secured the top spot in Melbourne’s fiercely contested FM Breakfast race, holding steady at a 10.2% share.
Nova’s Group Programming Director Brendan Taylor attributed the success to the network’s focus on local connection and live broadcasting, calling the result “a testament to the power of live radio and a credit to the hard work of our teams.”