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
Vevo Announces New CEO, Original Programming And Tentpole Events
Radio One, Inc. Reports First Quarter Results
Scott Lindy Joins Cumulus As PD Of WFMS/Indianapolis
Shazam, Google Provide Android Users With Hands-Free Music Discovery
In Brief - May 1, 2015
April 30, 2015
iHeartMedia, Inc. Reports Results for 2015 First Quarter
Republic Records Dominates Top 40 Scoring 6 Spots In Top 10
Chris Sargent Named PD At KJR-FM/Seattle
WBTP/Tampa Appoints Mychal Maguire PD
jācapps Named One Of "Michigan 50 Companies To Watch"
Jumptuit Launches Support For Xbox Music, Announces Support for Windows 10
In Brief - April 30, 2015
April 29, 2015
New Podcasts Join Play.it Network
TuneCore Artists Earn $36 Million - Strong Quarter Over Quarter Growth
Cox Media Group Miami Names New General Sales Managers
New Coalition Launches To Protect The Music Economy
In Brief - April 29, 2015
April 28, 2015
Cumulus Signs Lew Dickey To Multi-Year Contract Extension
SiriusXM Reports First Quarter 2015 Results
Rob Quinn Named VP/Market Manager For Cumulus Colorado Springs
Streaming Audio Up 41% In Webcast Metrics’ March 2015 Ranker
In Brief - April 28, 2015
April 27, 2015
Jacobs Media Releases Techsurvey 11 Data
Alpha Media Louisville Names Ben Davis Operations Manager
Mitra Darab Named SVP/Marketing, Capitol Music Group
KROQ Weenie Roast Y Fiesta 2015 Line-up Announced
Music News
Bono Still Recovering As U2 Prep For Tour
Quick Hits: Ben E. King, "Uptown Funk," Prince, Van Halen, Vance Joy, Enrique Iglesias
Meghan Trainor, J. Lo Join Jason Derulo LP
Quick Hits: U2, Diddy, Bumbershoot, Sonic Boom and X-Fest, Gregg Allman
Alabama Shakes Debut At #1 On Billboard 200
Quick Hits: Landmark Music Festival, Jay Z / Tidal, Paramore, Milky Chance / X Ambassadors, Eric Hutchinson, The Kingsmen
Ozzy: Black Sabbath Farewell Coming In 2016
Quick Hits: One Direction, Mumford & Sons, Sam Smith, Deftones, Gary Clark, Jr., Andrew W.K., Ben Lee
Jay Z: "Tidal Is Doing Just Fine"
Quick Hits: Radio Disney Music Awards, David Guetta, Amy Winehouse, D'Angelo, Billy Corgan
Black Keys' Dan Auerbach Announces New Solo Project
The Week In Review: 4/20-4/24
Quick Hits: Grateful Dead / John Mayer, Saturday Night Live, Frank Ocean, System Of A Down
Quick Hits: Lady Gaga, Estelle, MusiCares MAP Fund benefit concert, Hard Summer Festival, Faith No More, The Ting Tings
Teen Vine Star Shawn Mendes Tops Billboard 200
FMQB NOW

Rick Cummings
Emmis Pres.
of Programming

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!