Warner and Vodafone tie for Madonna promotion

by Alex Donohue, Brand Republic 18-Mar-08, 15:00

LONDON - Vodafone has agreed a worldwide deal with Warner Music International to promote Madonna's new album, 'Hard Candy', through track previews and exclusive download to mobile content, prior to its release on April 28.

The 'Material Girl' singer has allowed seven tracks from the album to be released to download to Vodafone customers from April 21 at the rate of one a day.

Each track will be available to Vodafone customers for 24 hours, before being replaced by a new one.

As part of the deal, Vodafone customers in Spain, Portugal, Germany and Belgium are already able to download Madonna's latest single, '4 Minutes'.

In addition to the track downloads, Vodafone customers will also be able to access exclusive mobile content and assorted ringtones.

John Reid, vice-chairman of Warner Music International and president of Warner Music Europe, said: "This is an innovative way to reach millions of Madonna fans around the world, building anticipation and excitement around this landmark release and helping to create a real event for Vodafone customers."