Capital links with Rimmel London for music promotion

by Emma Barnett, Media Week 08-Jul-08, 10:43

GCap Media-owned Capital 95.8 has signed a sponsorship deal with make-up brand Rimmel London to support its summer series of music events.

The CapitaLive Summer Tour, which begins this week and runs until the end of August, will feature gigs from bands and artists such as Duffy, Scouting for Girls, Adele, The Feeling and The Kooks.

After texting in the word "London", entrants will be picked and then asked to answer a general knowledge question based on London, celebrity looks or glamour. Winners of the Capital 95.8 evening show will win a VIP experience for four including a pre-gig pampering session and a Rimmel make-over, while other winners will receive tickets and a Rimmel London goody pack.

All activity will be supported by a multimedia campaign, including a schedule of live reads and pre-recorded trailers promoted by Capital's DJs throughout the day. A dedicated section of the Capital 95.8 website will feature tickets and Rimmel London goody bag competitions and SMS activity, both pre and post the gigs, which will include Rimmel London bounce backs.

The deal was negotiated by group head of GCap Solutions Tamsin Anderson, OMD associate radio director Kate Roscoe and associate Fuse director Cate Murden.