SMG-owned national station Virgin Radio is partnering with Sony Ericsson to bring life into their online player.
A streamed video ad promoting the new range of music-playing phones contains embedded 'now playing' information on the image of a mobile phone handset.
The month-long activity on virginradio.co.uk will promote the new range of Sony Ericsson Walkman mobile phone handsets that can hold up to 4,000 music tracks. The mobile phone manufacturer is partnering with Virgin Radio for its track-record in digital media innovation and the website’s ideal user demographic.
This is the first time that Virgin Radio’s song recognition technology has been embedded into a streamed ad so that users will see what songs are playing in the body of the ad itself. Sony Ericsson’s TV ad will also be streamed onto virginradio.co.uk to integrate with Sony Ericsson’s wider media campaign.
“Our talented web team has yet again developed an innovative platform for brands to target an exceptionally valuable audience,” said Nick Hewat, Sales Director at Virgin Radio. “The new-look website is proving a real hit with our users and, by uniquely embedding content into Sony Ericsson’s ad, we’re making the brand integral to the whole online experience. Technology plays an important part in our users’ lives and we’re expecting some great results from this campaign.”
The Sony Ericsson video ad on the radio player runs until 30th November, with other ads remaining until the end of Christmas.
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