|
|
 |
|
This month Orange UK kicked off a £5 million marketing campaign for Monkey – purporting to be the first pay-as-you-go mobile package that offers free streaming music and 300 free texts to users for topping up by £10 a month. Orange has partnered with Universal Music and UK broadcaster Channel 4 and is targeting the 16-24 year old market. Orange’s move to launch this free music service is being touted as an alternative for young consumers who can’t afford alternative offers such as Nokia Comes with Music. Customers can choose to receive free text messages with the artist name and track title of their favorite tracks, which are then saved to their favorites list. Monkey is also a social music experience enabling users to share playlists and favorite artists with friends. A dedicated site aims to create a community around users’ playlists. Demo of Orange Monkey service: http://www.youtube.com/watch?v=pMxoxeARp9s A series of television ads on UK Channel 4 promotes the three way partnership with Universal Music and Channel 4 that gives customers free access to hundreds of thousands of songs streamed through any mobile handset and online. The TV campaign is based on a weather report, but instead of reporting on the weather, the report is on the genres of music that are dominating particular regions of the UK: http://www.youtube.com/watch?v=o_0cuamHHe8 Orange will be shooting new edits of the ads every two weeks which use Orange Monkey data to reflect genuine trends in the music preferences of Orange Monkey users across the country. A multimedia ad campaign began on September 7th that extends the TV weather map idea online by incorporating and updating the ads with live data everyday. Join our LinkedIn Group and follow us on Twitter. We look forward to connecting with you! For more information you can contact the author at emma@maravedis-bwa.com |
|
