Boost Mobile Dangles Concerts for Teens
Nextel Communications targets high school students in eight markets with a rock ‘n roll sweeps for its Boost Mobile division.
The Back to School Rock sweeps lets kids in Chicago, Dallas, Los Angeles, Miami, New York, Philadelphia, San Francisco and Washington, DC, vie for a concert in their school. Schools register for the sweeps, then earn points by signing up individual students.
Kids can rack up extra points for their school by putting the Boost logo on their bookbags, body, bedroom or car and submitting a photo of it. The school in each city with the most points per student wins a concert by Yellowcard, Taking Back Sunday, Switchfoot or Fabolous, plus $1,000 cash and a $500 Best Buy gift card. Three runner-up schools in each market get three Boost Mobile phones and a $100 Best Buy gift card.
Radio, e-mail and a Boost Web site support the sweeps. Clear Channel Entertainment Properties, New York City, handles the campaign and will produce the concerts for Irvine, CA-based Boost Mobile.
