Phones 4u to sponsor two TV shows

Phones 4u to sponsor two TV shows

Phones 4u is to raise its profile by sponsoring youth drama Hollyoaks and Sky 1’s new music talent show Must Be The Music.

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 story lines.'

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 Sky Player. 

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 watching. 

‘Our 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 business.’ 

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 coming months.


Written by Mobile Today
Mobile Today


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