Check Out This Unexpected Twist That Turned Into A Great Moment in Radio

Check Out This Unexpected Twist That Turned Into A Great Moment in Radio

by Tracy Johnson

Free Beer & Hot Wings is a great radio show. Though they are syndicated to many radio stations across the U.S., they’re still one of radio’s best-kept secrets. Recently, the show launched a new initiative that turned into a great moment in radio. ‘

First, some background to provide context for this great moment in radio:

  • The show is a cast of four guys (Gregg “Free Beer” Daniels, Chris “Hot Wings” Michels, Joe Gassman, Steve McKiernan) and two women (Kelly Cheese and Rachel Syrba).
  • They’re a talk show that targets adult men.
  • Most of the show is irreverent, funny, and an engaging balance of exploring the oddities of real-life situations and some locker-room humor.

But they also have a lot of heart. And this is proof they know how to use it!

A Tragic Story Turns Into A Great Moment In Radio

Free Beer & Hot Wings have a loyal following of fans, affectionately known as “Idiots”. That term is derived from the show’s self-deprecating reference to themselves as “just a group of idiots with a radio show”.

Recently, the show launched a new initiative called Idiots For Underdogs. They set up a foundation to help listeners going through a difficult time in their life. Listeners can donate directly to the cause, but most of it is funded by the show’s online Idiots club, a membership site that gives fans access to premium content and other benefits. It’s a terrific way to give back to the audience and show the sensitive, caring side of their personalities.

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Here’s another way the show used its resources and talent to make a difference in someone’s life:

This segment is a relatively small aspect of the show’s personality. But it’s a critical part of the mix.


This is a demonstration of how to make a strong emotional bond with listeners. And it’s not a one-time thing. This is part of an ongoing series of actions Free Beer & Hot Wings perform. That’s an important part of growing “roots” with fans.

Everyone is under budget pressure. But this campaign is self-funded from revenue generated outside of commercial inventory. There are many ways to make this happen, even in the most difficult circumstances. Contact us for information on how to do it on your station or show.

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Idiots For Underdogs

Personality Profile: Free Beer & Hot Wings & Selfish Radio

Promotion Ideas That Tug At The Heart


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