A radio promotion director's job--especially at a Top 40 or Alternative station--is to do the outrageous in an attempt to create "buzz" in your market. You know, get people talking about what crazy stuff your statioin is doing. It's even better if you get buzz while also giving away something cool and highly desired by your target audience.
On paper...the contest called "Hold you wee for a Wii" seems exactly what a the station KDND was looking for. Edgy. You bet. Do people in the target market for a top 40 station want Wiis? Of course.
But, something went wrong. Tragic. Read it here.