Westfield and 4music will promote Rihanna’s 2013 Diamonds World Tour via bespoke content campaigns.
The Westfield partnership (which includes activity across 19 screens at Westfield London and Westfield Stratford) was brokered by Bauer Media through Sold Out Advertising, and is the first of its kind.
The commercial and programming content is expected to reach an audience of 60 million Westfield visitors for 2013, informing them about concert ticket availability.
Fiona Kyle, brand alliance manager at Westfield said: “The partnership with Sold Out and 4Music will result in an exciting content package, initially showcasing Rihanna, giving consumers and fans a unique shopping experience at Westfield.
“Our digital broadcast screens offer a fantastic platform for Rihanna’s management to interact with consumers in a retail environment, to promote the must-see show of 2013. We’ll also be able to drive consumers to download Rihanna’s content on the spot via the free WiFi we offer in our centres.”
As well as bespoke content for Westfield, the Rihanna marketing campaign will also be extended to Box TV channels, Kiss Radio, Place Portfolio, Passion Portfolio, Closer, Heat, More and E4 platforms.
Julie Wright, commercial director at Box TV said: “We’re bringing our TV expertise and premium production values to a retail environment for the very first time.
“This partnership is the first of many, creating a unique synergy benefitting each of the brands involved.”
Darren Khan, commercial director Bauer Media said: “We are definitely seeing more of a demand from the marketplace for Bauer Access multi-platform, multi-brand solutions.
“Rihanna is a huge star and her 2013 tour is one of the most anticipated events of next year. For Sold Out to recognise the audience reach through working with Box TV, Bauer, Channel 4 and Westfield really showcases the belief in brand partnerships and we’re proud to be leading the way.”
Glen Littlewood, director at Sold Out said: “Diamonds is Rihanna’s biggest tour to date and we wanted to create an innovative campaign to really push the event. The combined clout of Westfield, in terms of footfall, and 4Music, in terms of engaged audience, offer us the perfect platform from which to create and showcase bespoke content. We hope it will excite fans and offer a glimpse of what is to come from the tour.”
The Rihanna content is live now at Westfield London and Westfield Stratford.