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
iHeartMedia Wins Legal Battle
Spotify's Losses Increase As Revenues Grow Faster
Pierre Bouvard: The TV Upfront: History, 2016 issues, and What It Means For Radio
United Stations Adds Sammy Hagar's Radio Show
May 23, 2016
Columbia Records Announces Jennifer Frommer As Head of Its Creative Agency
iHeartRadio Summer Pool Party Heats Up Miami
National Radio Hall of Fame Announces 2016 Nominees
Shelley Wade Named Afternoon Host at KMYI (Star 94.1)/San Diego
Spotify's Family Plan Gets An Upgrade
May 20, 2016
eQB NOW
May 19, 2016
Republic Records Promotes David "Davey Dee" Ingenloff to SVP/Rhythm Crossover Promotion
WLLD (WiLD 94.1)/Tampa Goes Nuts In PM Drive & Grabs A Franchize At Night
Mike Mathewson Named VP/Marketing For Columbia Records
Universal Music Forms Verve Label Group, Appoints Danny Bennett as President/CEO
Entravision Promotes Don Daboub To EVP/Integrated Marketing Solutions
May 18, 2016
Rare On-Air Opening At Power 106 Los Angeles
Ross Mahoney Named PD/PM Drive Host At KXTE/Las Vegas
Erika Alfredson Named VP/Marketing For Columbia Records
May 17, 2016
SBS Reports First Quarter Results
Westwood One Backstage At the BBMAs To Feature Exclusive Content And Pop Trio Bahari
In Brief - May 17, 2016
May 16, 2016
Gary Marella Named EVP/Mosley Music Group
SiriusXM Canada Going Private in $367 Million Deal
Radio Button Network Names Adam Goodman As First CEO
Music News
The Weeknd Tops Billboard Music Award Winners
Quick Hits: Eminem, Mariah Carey, Red Nose Day TV Special, My Morning Jacket, The Tragically Hip
Drake Stays at #1, Meghan Trainor Debuts at #3 on Billboard 200
Quick Hits: Red Hot Chili Peppers, Megadeth, Ramones
Drake Leads Nominees For 2016 BET Awards
Quick Hits: Adele, Fifth Harmony, Life is Beautiful festival, Beastie Boys
Quick Hits: Chevelle, Rage Against The Machine / Prophets of Rage, 3 Doors Down, Make America Rock Again tour
Ariana Grande, Calvin Harris & More Headlining Billboard Hot 100 Festival
Quick Hits: MuchMusic Awards, Guns N' Roses / Lenny Kravitz / Alice in Chains, Rage Against The Machine, Riot Fest
Puff Daddy Takes Bad Boy Reunion on the Road
Quick Hits: Justin Timberlake, Houston Open Air, The Temper Trap, High Elevation Rock Festival, Pilgrimage Music & Cultural Festival, Lou Reed
Drake Stays Atop Billboard 200, Radiohead Debut at #3
Quick Hits: Adele, Red Hot Chili Peppers, Sia, Oasis
Ozzfest and Knotfest Combine Forces
Quick Hits: Rihanna & Meghan Trainor, U2, Chance the Rapper, Chevelle, Marilyn Manson
FMQB NOW

John Mayer
PD, WFLZ/Tampa

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!