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."

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.

Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content

8 ways that media can drive ecommerce

AGENCY

Job description: Marketing co-ordinator

10 takeaways from a decade of DOOH