Snapple Begins "Brandcasting"
Snapple Buys Up Radio, Carpets Northeast with Promotions
Snapple wants consumers' attention as summer kicks off, and will likely get it by offering radio listeners 40 consecutive days of commercial free radio, as well as carpeting several New England states with promotions and samples.
The deal between the WFNX Radio Network and Snapple began Friday, the start of Memorial Day weekend and the unofficial start of summer. Under its "Summer Free For All" promotion, Snapple purchased every minute of WFNX's advertising time for the six-week period at alternative radio stations in Boston and Southern New Hampshire. The messaging runs through the Fourth of July weekend.
It calls for the two to create non-traditional on-air messaging that will engage listeners and tout the Snapple brand. Termed "brandcasting," Snapple said this unique partnership will redefine how brands use radio for marketing.
The festivities began Friday as the Snapple/WFNX "Guitarmeter" -- a 10-foot tall, guitar-shaped thermometer -- was unveiled by Wendy "The Snapple Lady" at Store 24 in Copley Square in Boston. At the site, consumers will be offered Snapple samples whenever the temperature rises to 85 degrees.
...Full story in Promo Magazine...NOTE: My buddy Chuck rightfully points out that he had an early call to action about going commercial-free a few years ago -- and then officially posted the theory in detail on his own blog at RadioBistro.com.
Brewed fresh by Don The Idea Guy @ 6:25 AM
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