WFNX And Snapple Launch 40 Days Of Commercial Free Radio
May 25, 2006

WFNX/Boston, flagship station for the WFNX Radio Network and Snapple have announced a landmark partnership that will see the heritage Modern Rocker broadcast commercial-free for 40 days as part of a unique "brandcasting" initiative. Snapple purchased every minute of WFNX's ad time between Memorial Day Weekend and July 4, constituting the "Summer Free For All" campaign. Snapple and WFNX will work together to create nontraditional on-air messaging that both engages WFNX listeners and supports the Snapple brand.  Short messages and event announcements will be seamlessly woven into WFNX's music programming in the form of hundreds of recorded audio "collages," live DJ reads, bumpers and sweepers.

Additionally, Snapple and WFNX will be producing numerous unique concerts and promotions over the six-week period.  One such promotion is the Snapple/WFNX "Guitarmeter" - a ten-foot tall, guitar-shaped thermometer that was unveiled today by Wendy "The Snapple Lady." The gist of the promotion has Snapple handing out free samples of its products outside of popular retailer Store 24 in Copley Square each time the temperature tops 85 degrees.

"Free-For-All" concerts will feature free shows over the course of the 40 days by acts such as Dashboard Confessional, the first and largest show scheduled, and will take place at Boston's City Hall Plaza in front of 15,000 concertgoers.

Listeners will also be able to gain access to "Snapple Cap Shows" by presenting three Snapple bottle caps upon arrival. The venue will feature new Snapple products and custom Snapple cocktails. The first Snapple Cap Show will feature Hawthorne Heights on June 23, followed by Yellowcard on June 28.

Snapple will also offer opt-in mobile alerts and prize promotions via mobile media company, g8wave. FNX and Snapple street teams will also be flooding local beaches and parking lots with prizes, promotional giveaways, the latest music and concert information, and ice-cold bottles of Snapple product. 

"We jumped at this commercial-free opportunity from Snapple," said Andy Kingston, WFNX Network General Manager, "and crafted it into a bold and innovative radio brandcasting experiment.  As a pioneer of the Alternative Format, WFNX is constantly pushing the boundaries of traditional radio and this program is certainly reflective of that.  We are thrilled to be partnering with Snapple to make this 40 day commercial-free treat for our listeners possible!"

Max Tolkoff, WFNX Program Director/Operations Manager added:  "I've been drinking Snapple for many years now. I feel like an old friend has come to visit for a while. An old friend who also happens to be buying dinner for everyone for six weeks. Since we have traditionally lived our lives on the cutting edge here at FNX it's only natural that we would be one of the first stations to bring a sustained  "brandcasting" concept to radio, where traditional commercial time has been purchased by one client who's message will be incorporated, unobtrusively, into the entire personality of the station. It's a win win for everyone, especially the listeners, who will now get more music per hour."

"Forty days of commercial free radio is a huge win for WFNX and their listeners,"  said Beau Phillips, President, Rainmaker Media.    "Rainmaker's challenge was to make it work for Snapple, to weave them into the station without violating our commercial-free promise. The answer was  "Brandcasting,"  which is really product placement on the radio.  So we created Snapple-branded imaging, music features and concert events that reinforced the theme: FNX and Snapple, playing the best stuff on earth (a twist on Snapple's slogan).  As advertisers look to get more impact from their radio budget, brandcasting makes great sense.  Our plan is to continue refining our model and rolling out more programs in the future."

"This bold, ground-breaking initiative is a good reflection of Snapple's history and mission," said Holly Mensch, Vice President, Snapple. "We are excited to partner with FNX to bring Bostonians commercial-free radio, free concerts and the best free stuff on earth."

The Snapple/WFNX commercial-free concept was initiated by EMCI, a marketing collective based in New York.


 




 
Breaking News
President Obama To Renominate Jessica Rosenworcel As FCC Commissioner
Herndon Hasty Joins Cumulus Kansas City As VP/Sales
In Brief - May 21, 2015
May 20, 2015
Bruce Lundvall, Longtime Blue Note President, Dies At 79
Zach Mullins Named Digital Sales Manager For Cox Media Group/Atlanta
Quality Control Music Signs Joint Venture With Capitol Music Group/Motown Records
Spotify Adds Video Content, Podcasts
In Brief - May 20, 2015
May 19, 2015
iHeartCommunications To Pay $1M For Misusing EAS Tones During The Bobby Bones Show
Nielsen Study: Radio Delivers Decision-Makers For American Family Insurance
Triton To Represent XAPP Ad Inventory For jācapps Broadcasters
Pandora To Acquire Next Big Sound
Deezer Expands Content With News, Entertainment and Sports Podcasts
Republic/Island Execs & Artists at the BMA’s
In Brief - May 19, 2015
May 18, 2015
Alpha Media To Purchase Morris Communications Radio Stations
"Party Ben" Gill Joins Pandora
Spanish Broadcasting System First Quarter 2015 Results
Communion Records US Signs Broad Agreement With Capitol Music Group
BMG Acquires US Rock Label Rise Records
In Brief - May 18, 2015
May 15, 2015
Mary Quass, Dan Vallie To Be Honored With The Conclave Rockwell Award For 2015
In Brief - May 15, 2015
May 14, 2015
iHeartMedia Brand Campaigns Win At Festival Of Media Global Awards
Rdio Introduces "Rdio Select"
Music News
Pitch Perfect 2 Comes In At #1
Quick Hits: Taylor Swift, Madonna, Little Mix, Roger Waters
Quick Hits: Foo Fighters, The Rolling Stones, Kanye West, Five Finger Death Punch, Amy Winehouse, Riot Fest
FMQB Photo Pass: MMRBQ 2015
Quick Hits: Sam Smith, B.B. King, Life Is Beautiful festival, Bullet For My Valentine
Taylor Swift Cleans Up at Billboard Music Awards
Chris Brown, Nicki Minaj Lead 2015 BET Awards Nominees
Quick Hits: Taylor Swift, Bob Dylan, Janet Jackson, Nick Jonas, Chinx
Blues Legend B.B. King Passes Away
FMQB Photo Pass: Radio 104.5 Birthday Show
Quick Hits: Eddie Vedder, Drake, U2, LouFest, Earl Sweatshirt
Mumford & Sons Earn Second #1 Album With Wilder Mind
Quick Hits: Pitbull & Chris Brown, Owl City, Jack White & Loretta Lynn, Tedeschi Trucks Band
Quick Hits: Britney Spears & Iggy Azalea, Billboard Music Awards, BMI Pop Awards / P!nk, Jennifer Lopez, Coldplay, BET Experience
Kanye Added To Billboard Music Awards, Receives Honorary Degree
FMQB NOW

Question Of
The Week

Advertisement:
Search FMQB.com
Advertisements:
FMQB Member Login
Email:
Pass:

Save
Not a member yet?
Sign up Now!
Sign Up for Breaking News!
Enter FMQB E-Tracking!