RESTART (NASCAR Related)
Client
Dobson Communications Corporation (Cellular One)

Description
This cellular phone recycling program was created by MCS for Cellular One to be promoted and aligned with their NASCAR program. Within the program, customers and the general public are urged to drop off their no-longer-used wireless phones at retail stores or at the CORE unit (traveling exhibit designed by MCS for the NASCAR circuit, for trade shows and county fairs) to reduce waste and toxicity in our communities. Additionally, one hundred percent of the proceeds from Restart are donated to the Children’s Organ Transplant Association. The recycling is executed with a third party vender. The program was promoted through in-store collection boxes, the racing updates, racing fan club e-mails and collateral materials.

Outcome
Throughout the year, more than $12,737 was raised from the Restart program.

Impacts
Media Impacts: 4,059,175
General public: Multiple Million

RESTART (Holiday)

Description
The Restart phone recycling program was also featured as the public relations holiday initiative. Prior to November, MCS recruited radio and television station partners to run public service announcements, stories and promotions for Restart, free of charge. The partners participated in the holiday promotion from November 25 through December 31.

Outcome
Forty-five radio and television stations participated in the Restart holiday promotion, resulting in over 100 hours of free promotional time for Cellular One. Additionally, this promotion deepened existing, and created new, relationships with media outlets. All of the media outlets have agreed to participate in the promotion in 2006 if prompted.

Impacts
Hours of free promotion: 111
Estimated Ad Value: $83,250
Media impact: 2,175,600