7/30/2007 12:06:00 PM
Orange Walkman exclusives
Orange will have several Sony Ericsson Walkman exclusive colour variants for October, as part of a partnership between the two companies for new music TV show mobileAct Unsigned.
Orange said: 'Three new Sony Ericsson Walkman handsets, the W660i, the W910i and the W580i, will be available from Orange in October. We have the W910i exclusively in red and the W580i exclusively in pink, both for a minimum of three months.'
Orange also has the pink W200 exclusively from October.
MobileAct Unsigned will be on Channel 4's T4 and 4music slots and aims to unearth real music talent. The show will allow users to download tracks from competing bands and vote for the ones they want to progress through the competition. The UK winners will be signed to a record contract with a major record label.
The campaign will use content across TV, online and mobile.
Orange has sold over two million Sony Ericsson Walkman handsets featuring the Orange full-track music download service, Orange Music Store, in just over 12 months.
The Sony Ericsson Walkman handsets are part of Orange's successful Signature Series, which gives customers one-click access to the Orange Music Store. Sony Ericsson's W850, W810 and W880 have continually been the top three performing Orange UK music phones in terms of download numbers, and across the group, Walkman handset users consume 50% more music than average phone users. Orange expects to exceed three million Walkman music device sales internationally by the end of 2007.
Orange and Sony Ericsson began an integrated marketing partnership in March 2006 with a joint nine-month European sponsorship deal with singer Christina Aguilera.