March 2, 2005
New Order promos album with free ringtones
Warner Bros Records is teaming up with mobile marketing technology company Hyperptag to promote the latest New Order album, offering fans free mobile content at HMV stores, reports Netimperative.
"Warner Bros will use Hypertag technology to promote the launch of "Waiting for the Sirens Call", the first studio album from New Order since 2001.
The campaign will see Hypertag units installed into the New Order window displays of the HMV stores in London's Oxford Street, and Market Steet in Manchester in the week running up to the launch of the album on 28 March.
Consumers who interact with the tag will receive free music clips, ringtones or wallpaper, depending on their phone-capability. The campaign represents the first time such technology has been used by the music industry to promote an album release.
Hypertags are short-range wireless devices, which send information to mobile phones via infra-red or Bluetooth. A user activates the infra-red or Bluetooth on their phone, holds it up to the Hypertag and receives content such as vouchers, business cards, ringtones or games.
Because Hypertags use short-range wireless technologies, rather than SMS, interactions are free to both brand and consumer".
A previous campaign involving ringtones and Hypertag:
-- Hypertag to hand out national and rugby anthem ringtones to fans - Mobile operator O2 has teamed up with technology company Hypertag to hand out national and rugby anthem ring-tones to fans at the 27 February England vs Ireland game in Dublin.
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