Capital Interactive is running its first simultaneous online/on-air promotion with 95.8 Capital FM next week and has opted for a quirky approach that plays on the current obsession with audience participation in programmes.

The campaign, called Chain Reaction, involves five women, one man and a length of chain and takes place on the streets of London. The idea is create a frenzy around the film launch of Charlie's Angels.

Phil Chryssikos has been made the official Charlie's Angels reporter and is allowing himself to be chained to five hapless women who are fighting to win the coveted prize of being Phil's escort in Hollywood for the premier of the film.

The "chainees" were recruited via the Capital Interactive website, www.capitalfm.com and potential candidates interviewed on the radio. Once the six are chained together, visitors to the Capitalfm.com website can vote to unshackle one contestant per day, with the ultimate winner being the last woman still shackled to Phil at the end of day five.

Capital Interactive will be tracking the group's progress and post the digital photos on the site.

"This is a unique opportunity to collaborate with the on-air team, and the technical challenges this promotion has highlighted means that in the future all promotional activity can be easily run across both forms of media," said Olivier de Peretti Clark, head of editorial at Capital Interactive.

Separately, Capital Radio has promoted Anna Corcoran, sponsorship and promotions manager at the station, to head of sales of 105.4 Century FM, the biggest station in the North West.