Last Friday, the Appleton Temptation Isle lead-up event, Flip It Fridays, took over New Kingston's party headquarters, Quad nightclub, with in-house disc jockeys, free-flowing Appleton and the unmistakable high energy of communications giant Digicel.

Flip It Fridays shook the venue with pulsating, well-selected music and flip phone giveaways.

enerygy god

The event is a part of Digicel's 'Flip It To ATI' campaign, for which dancehall's 'Energy god' Elephant Man is the spokesperson.

"It was a perfect synergy. We needed someone who could aptly portray what this campaign is, and Elephant Man was simply perfect," said Digicel's senior sponsorship manager Shelly Ann Curran.

She said that Flip It Fridays is the only place to be on a Friday. "The Flip It Fridays series will be marked every week by great music, indelible Digicel flavour, including flip phone giveaways and credit giveaways on an epic scale. And the best part is that Digicel is taking Flip It Fridays to Pier Pressure, a weekly ATI lead-up event held at Pier One in Montego Bay, with the Digicel flavour also inside Temperature, another party in Montego Bay."

The Flip It Fridays series will run until the start of the Appleton Temptation Isle, which begins on August 5. The ensuing days of partying will climax on August 9 after 11 tantalising parties on the Negril Hip Strip.

The Appleton Temptation Isle party weekend was created in 2001 by Alex Chin, who had the concept of staging a series of parties at once for one price.

stages

Stages, around which the series was centred, was the first official ATI event and was held on August 4, 2001, at Risky Business.

Since its inception, a number of parties have been added and subtracted from the line-up, but this year the series boasts 11 events to be staged over five days, namely, Xtatiq Pretty in Pink, Rhythm & Booze, Wildsides, ATI Toga Party, Fusion, Temptation Live, Stages, Colours, Tempted, ATI Appleton Hip Hop Jouvert and the ATI Welcome Party.