Brian Webster was hired by Premium Network to produce a nationwide promotion to create awareness and raise funds for the Save Earth Foundation on Earth Day, April 22, 2004. The promotion had a dozen top market radio stations hosting live on-air auctions selling Autographed guitars from the world's most well known artists. This was tied into a major online auction website that had hundreds of other rock and movie memorabilia. Earth Day was used to promote the Save The Earth Foundation's message to save the environment. Across the US, millions of people heard the message on the radio and online leading up to Earth Day.

On Earth Day radio stations in 12 major metro markets gave regular "high bid" updates, promotional mentions for the Save The Earth Foundation and encouraged people to go to the web for more information. The auction started during morning "drive time" and continued all day, ending with a flurry of attention at the end of the evening commuters' "drive time." Each radio station had it's own celebrity signed guitar to auction and a unique web page to showcase it. A central toll free phone line was staffed on Earth Day to take bids called in and report back to each stations the current high bid on their guitar so it could be announce on-air. Online links and a national press and public service announcement effort created traffic to a national Save The Earth auction website with celebrity autographed guitars, posters and merchandise.

This very successful promotion provided an exciting and interactive turnkey opportunity to the promotion directors of radio stations. It raised the local profile of Earth Day and created good will. For the Save The Earth Foundation it raised money to support it's own funding of environmental research programs at universities and increased its public environmental awareness campaign.

• 12 Major Market Stations
• 12 Custom Web Sites
• 12 Auction Winners
• On-Air Mentions & "High Bid" Updates
• National Online Auction Links
• National Online Promotion Support