The marketing initiative will run across Xfm London and Manchester from 9 March.
Sponsorship of Xfm's Drive Time Show presented by Dave Berry aims to raise awareness of the Mars Planets brand and associate it with new music.
The campaign will launch with an on-air and online competition offering listeners the chance to win a trip to the Fuji Rock Festival in Niigata, Japan. Online listeners can share and recommend music on the xfm site.
The deal was brokered by Newcast, Zenith Optimedia's strategic partnerships division.
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