Goldfrapp album launch backed by mobile marketing drive

LONDON - The launch of the new Goldfrapp album is being backed by a link with mobile marketing company Hypertag to offer downloadable mobile content in posters.

The campaign will use Hypertag's new Hyperstore m-commerce application so fans can download live updates and content directly to their mobile phones.

Fans can text a shortcode (80004) to receive the Goldfrapp Hyperstore or through Hypertags at Goldfrapp gigs.

Content includes tour dates, lyrics and listings of tracks on the new album 'Supernature', plus details of a competition to win Goldfrapp goodies. The competition will drive users to Goldfrapp's website.

Iain Forsyth, head of digital media at Goldfrapp's label Mute Records, said: "A one-off interaction between an artist and a fan offers little real value, but Hyperstore creates an ongoing and updateable experience."

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