What better to rev up your North American music phone image than to tie in with a hot musical artist and the largest wireless operator? That is exactly what Sony Ericsson has done by teaming up with 5-time Grammy Award-winner Usher and AT&T. The partnership covers the United States, Canada and more than 20 countries in Europe. It also will include title sponsorship rights for Usher’s North American tour later this year. Sony Ericsson will engage in joint marketing activities exclusively with AT&T in the United States.
The relationship has all the markings of a highly coordinated campaign as sister company Sony BMG will release the followup to Usher’s best-selling album “Confessions” on May 27, the day before Usher details the partnership in New York City. His new album is titled, “Here I Stand.”
“New and exclusive content from Usher’s new album and tour on AT&T is the kind of mobile content our customers have come to expect,” said Andy Wilson, vice president, marketing for AT&T’s wireless operations, in a statement. “This program with Sony Ericsson allows our customers to connect with Usher wherever they have their mobile phone.”
The Sony Ericsson Walkman phone campaigns will include latest Walkman phone models as well as access to exclusive content and to the artist himself through competitions.