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A Boston Radio station has partnered with Snapple for a six-week solo sponsoship in which there are no ads on the air, but there will be constant reference to their sponsor by DJs. From the Christian Science Monitor Article:

WFNX-FM, an alternative rocker with sister stations simulcasting in Maine and New Hampshire, has partnered with Snapple. Through July 4, New England-area listeners who tune in will not hear any other product promoted on WFNX's airwaves. Instead, they will get up to 55 minutes of music every hour and Snapple-related DJ chat (but no real ads), about Snapple-sponsored concerts and events. Both partners also benefit from the media stir that this one-of-a-kind arrangement has created.

Coleman calls it "brandcasting."

Read the entire article here.