Sony Ericsson ties up with Orange for gigs

by James Quilter, Marketing 19-Jul-06

Sony Ericsson and Orange have hired Christina Aguilera to perform at a series of gigs, available for exclusive download to consumers who use their products.

The deal, which was arranged by Iris Experience, will last nine months.
As part of the agreement, customers will also have the opportunity to
attend a private show featuring the US singer.

The content from these shows will be available for download on all Sony

Ericsson handsets on the Orange network. The London show will take place
tomorrow (Thursday). Tickets are being given away through the Orange
World mobile portal, as well as online.

The deal will be backed by a two-phase promotional campaign comprising
in-store point-of-sale, press, online and radio activity.

The activity follows similar tie-ups between music acts, mobile networks
and phone manufacturers, including O2 and T-Mobile's deals with the
Sugarbabes and Liberty X respectively.

Nokia, meanwhile, has avoided being aligned with a single act,
sponsoring instead specific events such as the Isle of Wight
festival.

Last year, Virgin Mobile featured Aguilera in its 'Idle Thumbs'
campaign.