Vodafone ties up with Madonna

by James Quilter, Promotions & Incentives 07-Apr-08, 16:20

LONDON - Vodafone has signed a deal with Warner Music for Madonna's upcoming Hard Candy album to be distributed and promoted to the mobile giant's customers, as revealed on P&I Online.

The promotion will launch on 21 April, seven days before the album's global release. Seven tracks will be made available for download. Each will be available for 24 hours before being replaced by the next song.

Vodafone customers will have access to a Madonna-themed microsite which will include ringtones and SMS tones.

Madonna has also signed a deal with Unilever brand Sunsilk to allow it to use the track "Four minutes (to save the world)" in a TV commercial.

The commercial debuted during last month's Superbowl, which also featured Shakira. According to unconfirmed reports Madonna was paid £5 million for the brand endorsement.

As record sales are hit by illegal downloading, bands are becoming more open to licensing and promotional opportunities with brands. Madonna's deal follows on the heels of Girls Aloud, who recently tied up to promote a low-calorie Kit-Kat. The girl group has appeared in promotions for Sunsilk and Samsung.