August 13, 2004
T-Mobile targets celebs with new phones -- for free
T-Mobile wants to make sure Paris Hilton, Nicole, Lindsay and other luminaries in young Hollywood are seen with the Sidekick II in the months before it's released to the masses this fall, reports the LA Daily News.
"T-Mobile recently held an invitation-only launch party at The Grove, where celebrities and trendsetters were invited to trade in their Sidekicks for the newer version slated for release in late September. Among the attendees mingling around the party's towering skate ramp were Adam Brody from "The O.C.," Lenny Kravitz, Owen Wilson and Elisha Cuthbert.
Local "influencers" such as DJs, publicists and promoters were also among the illustrious 300 guests who received advance versions of Sidekick II.
Getting the Sidekick cameos in music videos is also playing a leading role in launching the phone into the mass market stratosphere -- a strategy that worked well for the phone's first incarnation in the fall of 2002."
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