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Saturday, March 04, 2006

Vodafone Leads Way On Branded Content

3/04/2006 01:56:00 AM

Vodafone has received a ringing endorsement for its live music programme “TBA”. “Advertising will play its part, but the whole idea of the project is to get the target audience - 18 to 24-year-olds - to feel they have ‘discovered’ a number of ’spontaneous’ gigs.” This is marketing, but slightly more subtle than usual.

“Unlike so many big brands today, Vodafone has avoided simply slapping its logo on the standard circuit of festivals and gig tours. Instead it is adding value by creating more live music opportunities in urban centres…This creation of branded content - or brand entertainment as some specialists call it - is a potential goldmine for PR practitioners because it requires the lightness of touch and media-neutral thinking that lies at the heart of the best media relations practice.”

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