Integrated mobile campaign to spotlight Aguilera.
Mobile handset manufacturing giant Sony Ericsson and telecommunications network Orange have cemented an "unprecedented" European brand partnership which places digital music at its core. The initiative will also incorporate an exclusive sponsorship platform in support of Christina Aguilera.
Speaking at a launch event today (March 3) in London, Frank Boulben, Orange executive VP, brand consumer marketing, said one of the goals of the venture was to deliver a "true seamless mobile music experience."
Going forward, all new handsets within the Sony Ericsson Walkman phone range will be customized with Orange's digital music interface. Seven such models have either been announced or are in the works, the most powerful of which will hold 4,000 songs.
The partnership covers nine European territories and takes a fully integrated approach with both technology partners collaborating across such core business interests as cellular phones, marketing communications, sales and distribution, music services and content.
"Music is a key strategic priority for Orange in 2006," added Boulben.
Both parties say the partnership and sponsorship agreement marks their largest joint-marketing commitment to-date.
The campaign with Aguilera includes a nine-month marketing platform, built around her single, album and European tour dates later this year. Orange customers will have access to exclusive mobile content via the Orange World portal, such as downloads, remixes, clips and ringtones.
Aguilera, who was on hand at the press conference to promote the alliance, commented, "it's going to very interesting to see how people download my music and videos." Release and tour dates for the RCA-signed pop star have yet to be posted.