Phones 4u is
to raise its profile by sponsoring youth drama Hollyoaks and Sky 1’s new music talent show Must Be The
The deal with Channel Four will see Phones 4u sponsor Hollyoaks from October to the end of December.
The sponsorship is aimed at Hollyoaks target audience of 16 to 24-year-old viewers.
Caspar Nelson, head of brand communications
at Phones 4u said: 'Our research has shown that Hollyoaks is the most
watched TV show by our core customers, who can relate to its youth orientated
He added: 'We're chuffed to be
sponsoring such a popular drama that like our brand, is not afraid to be edgy
and irreverent in the way it engages its audience.'
The sponsorship of Sky 1's Must Be The Music spans TV, online and mobile. It includes all
episodes and idents - including the programme's follow-up show, 'Meet the
Finalists' - plus repeats on Sky1, Sky1+1 and any showings on Sky Anytime and
The new show is hosted by
Fearne Cotton, and features a judging panel of rapper Dizzee Rascal,
singer-songwriter Jamie Cullum and Scottish artist Sharleen Spiteri. The
winner will be rewarded with a major career support, including promotional
advice, the chance to perform live at Wembley Arena in front of an audience of
over 10,000, and a cash fund of £100,000.
The sponsorship also includes online
presence on Sky 1’s site and the Must Be The Music microsite, and graphic or
video pre-rolls on Must Be The Music video clips. On mobile, it includes
sponsorship of a dedicated mobile microsite for the show and branding on a Must
Be the Music iPhone app.
The partnership will also be promoted
across Phones 4u's 450-strong store estate, where both Phones 4u and Sky will
be offering customers the chance to win VIP tickets to the show's live finale
at Wembley Arena in September.
Russell Braterman, Phones 4u marketing director, said: 'Must
Be The Music is an exciting, fresh and edgy programme with genuine authenticity,
which echoes our brand image and is a programme our customers will love
collaboration with Sky stretches from above the line, to digital, to in store
communication, and to staff and customer activity. As such, it’s probably our single
most integrated marketing and sponsorship campaign we’ve ever run as a
Dave Shore, head of sponsorship, BSkyB, added: ‘This
sponsorship allows Phones 4u to really become part of the Must Be The Music
experience, and we look forward to working in partnership with them over the