Mobile operator O2 is organizing a country-wide series of 50-odd music events this summer, involving several key industry partners, to promote its O2 Music service. This service, launched in November, allows users to download music tracks via their mobile phones to an O2 Digital Music Player (DMP).
The campaign involves a number of different elements. Users of O2 Music will be offered special limited-edition tracks. They and other O2 subs will also get the chance to download exclusive ring tones. And there will be tickets to some of this summer’s hottest parties and gigs, which will be available to all U.K. mobile subscribers.
The initiative includes companies such as the Capital FM Network, IPC Ignite! and Viacom Brand Solutions, which will promote O2 Music, integrated across the Capital FM Group, NME and MTV respectively.