Samsung has announced O2 as its exclusive mobile network partner in connection with its headline sponsorship of Take That’s Progress Live 2011 Tour, the biggest music event of this summer. The partnership includes a gift with purchase for O2 customers, access to exclusive tour content, the opportunity to win tickets to the tour, the chance to meet the band, prominent in-store POS and experiential activity, advertising on the O2 website and an investment in above the line activity.
The gift with purchase, a DVD of Take That’s Look Back Don’t Stare documentary and exclusive video content from the band’s upcoming single Kidz, will be available with Samsung’s new Galaxy Ace and Galaxy Mini handsets from 3rd March on O2 Pay Monthly tariffs. The Take That Progress Live 2011 offer will be supported by a significant press, online and search campaign and extensive below the line activity in O2 stores across the country.
The announcement of Samsung’s headline sponsorship was made at Take That’s London press conference in October last year where the band revealed details of their Progress Live 2011 tour which kicks off at Sunderland’s Stadium of Light on 27th May. As main sponsor of the tour, Samsung has access to exclusive content and key moments of the tour to share with its customers, as well as brand integration into the tour including stadium branding and concert footage streaming; advertising and PR rights including the use of all UK tour imagery across digital and POS materials and tickets to the shows.
Simon Stanford, Managing Director, Samsung Mobile UK and Ireland said: “With our new range of Galaxy handsets, we are making the smartphone experience accessible to a wider audience so there is something for everyone, whether it’s their first or their fifth smartphone. We’re delighted to be working with O2 as our partner for this high profile sponsorship that will allow us to give Take That’s millions of fans the opportunity to experience mobile entertainment through our exclusive content and devices.”
“As part of our commitment to bringing the best music experiences to our customers, we’re pleased to be working with Samsung to support the tour,” said Sally Cowdry, O2’s UK Marketing Director. “Fans of Take That on O2 will be able to win some fantastic prizes including tickets, the chance to meet the band, exclusive content and much more.”
The Samsung Galaxy Ace and Galaxy Mini will be available in the UK from 3rd March. The Take That promotion will run for three months and will be available exclusively with O2.