T-Mobile targets music fans with competitions push

by Daniel Farey-Jones,, Brand Republic 12-Jan-05, 07:00

LONDON – T-Mobile is encouraging around 500,000 customers of its music services to make more use of them, with an MMS and direct mail campaign featuring offers based on well-known artists such as Black-Eyed Peas and Britney Spears.

Tullo Marshall Warren has designed the campaign, which bills T-Mobile as "the place to go for real music for your phone". The communication starts with an MMS picture message, then a direct mail pack and more follow-up MMS picture messages.

The mail pack is modelled on concert ticket packs, and communicates a range of competitions linked to T-Mobile's different music services. The network operator secured prizes from some of the major music labels for the competitions.

For example, by buying a realtone, customers get a chance to win a goody pack with Britney Spears' latest album, while a "mobile mix" -- a 90-second music track -- gives them the chance to win concert tickets to see Black-Eyed Peas and meet the band backstage.

Tim Leighton, account manager at TMW, said: "Our brief was to portray T-Mobile as the one-stop shop for all mobile music solutions, especially real music. Our creative work features imagery of artists throughout the campaign to emphasise T-Mobile's music credibility."

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