• by Staff Writers , September 5, 2008

Finalist – Radio

Cherie Capelle, vice president, brand group director

To promote the NBCU series Chuck, Horizon Media coordinated takeovers of high-profile Clear Channel stations in top media markets, rebranding them "Chuck FM." This unusual approach, blurring the lines between advertising and programming content, included deejay on-air mentions such as "Thanks for listening to Chuck FM!" announcements like, "Chuck FM traffic reports," as well as tune-in driving commercials and content segments throughout the day. Consumers were teased for a week prior to the premiere, as the stations announced repeatedly, "Chuck is taking over." On the day of the premiere, audiences were treated to 108 minutes of original content in a commercial-free environment.