ABSTRACT
Aradio contest to promote Sam Adams beer before 10 million listeners certainly sounded like an excellent idea to Jim Koch, CEO of Boston Brewing. The promotion did not require any significant financial contribution from the company, and it had the possibility of a high return in terms of brand image. In addition, the company had been involved with promotional efforts on the shock-radio show “Opie and Anthony” in years past with no problems. Because the radio hosts had a history of sexually themed, on-the-edge promotions, the program was popular with 18- to 35-year-old men, a demographic Koch wanted to reach for Sam Adams beer. This new partnership between the radio station and Boston Brewing resulted in “Sex for Sam,”a contest requiring couples to have sex in public places to acquire points. The couple with the most points would win an expense-paid trip to Boston for a brewery tour ( Chura, 2002a;Weaver, 2002.
