I heard about a wedding that received sponsorship from their caterers the other day, so I shouldn’t have been surprised to see a cell phone company sponsoring a section of the ASR Tradeshow floor.

Boost Mobile paid for naming rights to ASR’s Goldbox section which shows new brands. Once you get over the idea that people are actually buying and selling naming rights to sections of a tradeshow floor, it really makes sense. Boost Mobile’s sophomoric “Where you at?” ads fit in while amidst the teenage atmosphere.

Boost paid for models that would dance on big white boxes from 9am until 5pm while wearing clothes from Goldbox vendors. I bet the new companies were pissed that their only samples got all sweaty, but that’s about the only help anyone gave them. ASR’s insanely loud music in the Goldbox area meant you couldn’t stay in there for more than 15 minutes without the danger of permanent hearing loss.

This entry was posted on Wednesday, September 13th, 2006 at 11:59 am and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.