Verizon boosts content offerings with Natasha Bedingfield deal
May 5, 2008
Natasha Bedingfield
Verizon Wireless has partnered with British singer Natasha Bedingfield as part of its strategy to beef up its mobile content offerings.
Verizon has picked the right time to work with Ms. Bedingfield, as she is launching her first U.S. tour with a 20-city schedule that starts in Myrtle Beach, SC, on May 21. Verizon Wireless customers who download Ms. Bedingfield's content via their Verizon Wireless V Cast-enabled handsets will have a chance to win a pair of tickets sent directly to their phones.
“What is unique is how Verizon Wireless approaches sponsorships with artists,” said Brenda Raney, executive director of corporate communications at Verizon Wireless, Basking Ridge, NJ. “Where in the past, a typical sponsorship would mean writing a check and emblazing the venue with corporate logos, the Verizon Wireless approach is significantly more interactive.
“The artist's music can be included in the Verizon Wireless media library of over 2 million titles so long before fans enter the venue, they can enjoy the experience that is, in this case, Natasha Bedingfield,” she said.
“The actual event and all of the interactive activities are also typical of how we like to partner with artists. Of course, each artist customizes some of the activities but the way we approach and partner with these talented individuals is unique in the industry.”
Ms. Bedingfield has sold more than 6 million records worldwide.
Twenty customers who download Ms. Bedingfield's music, ringtones or ringback tones will be automatically entered into a sweepstakes to win a chance to meet her in person. These winners will get a session with her as she takes group photos, performs acoustically and answers fans’ questions.
Additionally, fans will get a shot at fame with the “Pocketful of Sunshine” Duet Contest. By creating a 30-second video or audio clip of their rendition of “Pocketful of Sunshine,” fans can submit their video online to become one of the finalists at http://www.VerizonVIPtour.com.
Five finalists in each concert city will record their duet on Verizon Wireless’ mobile recording studio bus. Entries will be judged by Ms. Bedinfield and the grand prize winner will be selected to record a duet with her and perform live onstage in front of family and friends.
“We do sign a number of deals with artists and while we approach a number of them, many, many more come to us because they recognize the power of the wireless experience,” Ms. Raney said. “The Verizon Wireless partnership can put new music in the hands of our customers faster than normal distribution changes.”
At select shows, fans have the opportunity to star in a music video with an image of Ms. Bedingfield virtually via a green screen. Fans can choose to appear as though they are performing “Pocketful of Sunshine” with her. Video clips will be sent directly to fans via their mobile phones to share with their friends.
In another part of this mobile initiative, Verizon Wireless customers in each of the tour cities who have downloaded any type of Natasha Bedingfield mobile content from V Cast will be entered for a chance to win one of 25 pairs of tickets.
Also, Song ID stations will be set up at each venue to demonstrate to fans how to use V Cast Song ID to listen to any Natasha Bedingfield song and discover the title, artist and album information for free.
“Our customers enjoy this feature of the Verizon Wireless V Cast Music experience and use it daily,” Ms. Raney said. “Our goal with these partnerships is to keep the music fresh, relevant and timely.
“Additionally, we offer a music discovery option on our music phones so a customer can place the phone to a speaker, the V Cast Song ID application scans its database and shows the name, artist and album from which the song is taken on the customer's handset along with an offer to purchase,” she said. “Should a customer want to purchase the song, they do so from their phone and download it immediately.”