T-Mobile approached Z100 about doing an event to promote two initiatives during the first two weeks of July – the T-Mobile Freedom Fest at South Street Seaport and @Home Service. They were looking for something different than the traditional van hit to promote these initiatives. What really excited the client about working with Z100 was that these initiatives were going to be promoted on-air, on-line and on-site, giving them a 360 degree presence with Z100 listeners.

The two events happened on July 2nd and July 12th. The July 2nd event was held at South Street Seaport and was hosted by Z100’s Niko. The July 12th event happened at two store locations. Z100’s JJ did a store appearance in Queens and Joe Rosati in Long Island to promote the @Home service.

For both days, T-Mobile did a complete site takeover on Z100.com. Our in-house web designer took images sent by the agency to create artwork for various size banners and wallpapers for both events. The full-site takeover provided exclusive access to our online audience of over 900,000 unique users and 10,000,000 page views each month. This powerful impact creates unavoidable advertising messages and creates a sense of urgency.

One week before each event on-air spots ran. Included were:

•15x:30 second commercials •21x:10 promotion uploads promoting Z on the streets •48x:30 streaming commercials (for those listening on Z100.com)

Day of each event, Z100’s Shelley Wade did (2) live reads prompting listeners to attend both events.

RESULTS:

In a 24 hour period, Z100.com delivered over 1.5 million impressions for T-Mobile.

Final site numbers were more than double the guaranteed impressions that were originally purchased.

Both events were deemed successful by the client because of great attendance due to the multi-platform approach in reaching Z100 listeners.