Snapple And WFNX Radio Network Launch The First-Ever
SUMMER FREE FOR ALL CAMPAIGN
Snapple Snaps Up All Advertising Time for 40 Days and 40 Nights to Give Bostonians Commercial-free Music, Free Concerts and the Best Free Stuff on Earth
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Jessica Schoen Randi Mohilner | Danelle Sarvas
Contact: Jeff Ostiguy |
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BOSTON , MA (May 26, 2006) – Today, the WFNX Radio Network and Snapple announced their partnership in the first-ever “Summer Free For All” – a unique programming concept that will offer listeners 40 consecutive days of commercial-free radio. Snapple purchased each and every minute of WFNX’s advertising time for the six-week period, and is working closely with the station to create nontraditional on-air messaging that both engages WFNX listeners and supports the Snapple brand.
With Snapple’s support, all three WFNX alternative radio stations will be broadcasting commercial-free from Memorial Day weekend through the Fourth of July. The value of this commercial airtime alone is approximately $2 million.
In addition, Snapple and WFNX will be producing numerous unique concerts and promotions. One such promotion is the Snapple/WFNX “Guitarmeter” – a ten-foot tall, guitar-shaped thermometer that was unveiled today by Wendy “The Snapple Lady.” With characteristic quirkiness, Snapple announced that it will help Boston beat the summer heat by handing out free Snapple product any time the temperature tops 85 degrees. The “Guitarmeter” can be visited outside of popular retailer, Store 24 in Copley Square.
Free From Commercials
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With traditional commercials ruled out, Snapple and WFNX explored innovative ways to reach consumers during the “Summer Free For All.” With the help of radio marketing specialists Rainmaker Media, 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.
“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.”
“We jumped on 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!”
The Snapple/WFNX commercial-free “brandcasting” concept was initiated by EMCI, a marketing collective based in New York. According to EMCI President, Jay Coleman, “Breaking through commercial clutter and building brand equity today is no small challenge. The Snapple/WFNX partnership will be very effective in putting both brands front and center while delivering a great music experience for consumers.”
Free-For-All Concerts
Snapple and FNX will treat alternative music fans to free concerts during the six-week program. The first and largest will be headlined by Dashboard Confessional on June 1st at Boston’s City Hall Plaza. Known for encouraging audience participation during live shows, the band will perform outdoors for an expected audience of more than 15,000 concertgoers.
Snapple will also host exclusive “Snapple Cap Shows” with celebrated alternative bands. Rather than having to purchase or present tickets, fans will be required to bring three Snapple bottle caps to gain entry. Once inside, they will be introduced to new Snapple products and custom Snapple cocktails. The shows will take place at premiere Boston venues, kicked off by Hawthorne Heights on June 23, followed by Yellowcard on June 28.
The Best “Free” Stuff On Earth
Snapple promotions over the six-week “Summer Free For All” will support its fun and innovative brand positioning.
Snapple Goes Mobile: Snapple has partnered with g8wave, a mobile media company, to allow listeners and consumers to opt-in via text message to win prizes and receive concert updates, contest alerts, exclusive party invites and more. Additionally, mobile storefronts in high-traffic areas throughout the city will offer text alert sign-ups and downloads of fun, clever ringtones and wallpapers.
Snapple Beach Attack: FNX/Snapple street teams will be flooding local beaches and parking lots with some of the best stuff in Boston: contests and prizes, promotional giveaways, the latest music and concert information, and ice-cold bottles of Snapple product.
For additional information, visit: www.fnxradio.com or www.snapple.com. Or Contact Jeff Ostiguy to learn how to take your marketing mobile.