Blog Post

Coldplay Fans Flock To Download Mobile Content

The free mobile download promotion around the launch of Coldplay’s new ‘X&Y’ album attracted 13,000 people, a response rate of nearly 15%, and has been hailed as the ‘biggest BlueTooth-based marketing exercise so far’. The promotion was conducted in London around the launch of the band’s ‘X&Y’ album on June 6, and offered mobile owners Coldplay song excerpts, video clips and never-seen before video interviews.
The two-week campaign began a week before the album’s launch on June 6. Out of more than 87,000 mobiles detected, around 13,000 people opted in and requested the free material, a response rate of nearly 15%.