Katy Perry has entered into a marketing partnership that will see Europe's biggest telecommunications group Deutsche Telekom promote her next single and album, while she supports the company's consumer-brand message.

The campaign centers on Deutsche Telekom's involvement in the official video for "Firework," the third single from Perry's new album "Teenage Dream" (Capitol Records).

Deutsche Telekom is hosting a series of activities and competitions from which fans around Europe will be recruited to be in the video, which will be released in October. No official release dates are yet available.

The album is released on Aug. 24 in the United States and internationally on Aug. 30

Deutsche Telekom's collaboration with Perry is part of the communications giant's ongoing international "Life is for Sharing" branding. This promotes the use of its fixed-line service and wireless carrier T-Mobile as a means for "sharing life's memorable moments."

But this campaign centers on Perry's integrity as an artist and her desire to share her experiences with fans, Ralf Luelsdorf, Deutsche Telekom's head of international sponsorship, tells Billboard.biz.

"For this win-win relationship to work, it was important for us to have the full participation of the label, the artist and her management [Los Angeles-based Direct Management] in the video. The video is also not branded; there is no product placement."

The campaign kicked off Aug. 9 with a series of TV spots and Internet ads. In them, Perry invites fans to be in her video. The participating countries include Germany, Austria, Hungary, Czech Republic, Slovakia, Poland, Macedonia and Montenegro. Filming takes place at the end of September, but the exact location is yet to be determined.

Cell Phone Recycling

The campaign will include in-store promotions, print ads, and Perry appearing at Deutsche Telekom's stand at the IFA consumer electronics trade fair in Berlin during Sept. 3-8. Part of her role is to highlight why it is environmentally safer to return old handsets to retail outlets for recycling instead of throwing them away.

Deutsche Telekom will also be sponsoring Perry gigs in various European cities. Tickets for the first one in Berlin (at the Postbahnhof train station) on Sept. 5 will be distributed via multi-media competitions by Deutsche Telekom. Dates and venues for shows in Vienna, Warsaw and Budapest have yet to be finalized.

The partnership with Perry continues the company's marketing collaborations with major music acts, such as Robbie Williams in 2005 and 2006. Last year, Pink fronted a Deutsche Telekom flash mob karaoke event at London's Trafalgar Square.

Additionally, the communications group has been a significant investor in digital music distribution platforms. These are T-Mobile's Mobile Jukebox downloads service in the Germany, Austria and the U.K., and the PC-centric Musicload.de portal in Germany, which has more than 4 million registered users.

It also hosts a series of dance-music festivals under the Electronic Beats brand name.

Future plans include making digital music available on one seamless integrated multi-platform service across Europe. It is scheduled to launch later this year.

"We're working on a platform that will be integrated and accessible via all types of screens and devices under one brand name. But the changes, roll-out and merging the different databases will take time," Luelsdorf adds.