Bridal: Albany Jeweler & 105.7 FM Create “Marry Your Crush” Contest

Radio ActiveWhen a new radio station with a cute name—105.7 Crush FM—moved into Albany, N.Y., Frank Adams Jewelers decided it was a sign. So the jeweler teamed up with Crush FM and bridal vendor Martin Flyer for “Marry Your Crush.”“We were a little gun shy—this was our first real promotion that wasn’t a trunk show,” says Billie Jo Newman, director of marketing and communications. The 90-year-old store wanted to test the promotion waters—but on a budget. The station, which calls itself “That ’90s Channel,” seemed like a perfect partner, since its playlist appeals to the 25- to 34-year-olds Frank Adams was aiming to attract.Couples submitted love stories on Crush FM’s website or Frank Adams’ Facebook page starting in July 2011. To build momentum, DJs read the stories on air. Within a month, there were about 100, which store and station judges narrowed to five. F

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