Orange and Sony Ericsson have an integrated marketing campaign aimed at delivering “the best mobile music experience” to their European customers in 2006.
In practice this means Orange will take Sony Ericsson’s – recently announced Walkman phones across its European markets. Orange and Sony Ericsson have also signed an exclusive nine-month European sponsorship deal with Christina Aguilera, built around the artist’s forthcoming single, album release and European Tour.
This is the largest joint marketing commitment by both parties to date.
The press release says it’s all down to “a shared philosophy for mobile music excellence and previous joint initiatives”, and it will be implemented as a fully integrated marketing programme across core business areas – phones, marketing communications, music services, content, sales and distribution.
Orange customers will have access to exclusive Aguilera music content via the Orange World portal – including full-track downloads, exclusive remixes, unseen videos via streaming and downloads, ringtones, realtones and wallpaper.
Frank Boulben, Executive Vice President, Brand Consumer Marketing, Orange comments: “Music is a key strategic priority for Orange in 2006. Through the Walkman range and exclusive sponsorship deal, this venture represents an exciting opportunity to respond to customer needs and to offer a seamless music experience to our broad customer base across Europe.”
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