O2 to back Xda II with NME 3-D ad

Marketing 24-Nov-04

O2 is to promote its Xda II mobile phone and music player to rock fans by sponsoring a 3-D lenticular cover on NME's Cool List issue.

In a first for a weekly title, the cover will feature a 3-D holographic image of former Libertines frontman Pete Doherty and an O2 link to the back cover, which is a 3-D ad for the Xda II created by Vallance Carruthers Coleman Priest. Hive Associates added the 3-D effects.

The issue, on sale from 24 November, lists the music industry's top 50 movers and shakers in 2004, headed by Doherty. The promotion carries through into monthly IPC title Uncut, which will carry an insert of the 3-D ad and four advertorial pages.