Emmis NY's HOT 97 and 98.7 KISS FM understood that a new wireless provider launching in the market needed to make a very big and a very loud splash. So the stations created a first-of-its-kind campaign that was guaranteed to make a lot of noise, create instant brand awareness, and firmly align the client with both stations. 
Within hours of launching the audaciously titled "metroPCS 5 Boro Takeover Tour" on the morning of February 4th, the city was buzzing. More importantly, within a week, metroPCS retailers were reporting through-the-roof sales.
The Tour kicked off with a sold-out date at Radio City Music Hall headlined by Grammy Award winner Ne-Yo and also featuring Musiq Soulchild and Jazmine Sullivan. Other shows in other boros featured artists such as Lil' Wayne, Common, Serani, Buju Banton, and Gym Class Heroes.
The non-stop, 360 promotion, which both HOT 97 and KISS FM supported during the months of February and March, provided metroPCS with a unique and unassailable entrée into the communities it had come to serve. In short, metroPCS, HOT 97 and KISS FM came together "for more than just the best wireless service in New York but also the hottest Hip-Hop and R&B shows." On-air personality endorsements, live reads, customized spots that were refreshed nearly every week, station events at various metroPCS retail locations, and digital components that included direct marketing to HOT 97's more than 220,000 opt-in database members and KISS FM's 100,000 members all came together to provide metroPCS a launch from which even NATO could have learned a thing or two.
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