Playing the best stuff on earth

IHT covered a very interesting cross-media promotion that Snapple is doing at a radio station in Boston.

The gist of the article is that apparently Snapple has bought 40 days of sponsorship, making this radio station commercial-free (save for promotional mentions and giveaway tie-ins)... but that's not all. It looks like they may do something smart; and that's also support a website that is going to take this promotion online to hit the lucrative 18-34 demographic.

I reserve judgement till I see it; but it starts June 1. I'll report back on it after I listen to how it's put together in practice, and see the material in practice.

Lots of promise, though.