3UK Customers Choose Music Video Ending

3UK has teamed up with UK label Polydor to determine the best ending for the latest music video of pop act Girls Aloud. “Three videos each featured the same cliffhanger predicament, but with different conclusions: one ‘Sexy’, one ‘Shocking’ and one ‘Funny’. 3 mobile users were given the opporunity to vote for their favourite ending. As ever sex came out on top. The song was a cover of Tiffany’s 80’s classic I Think We’re Alone Now.”
The fans choice music video was available as part of the telco’s new 3MusicStore which has 500,000 tracks.
While allowing fans to choose the end of a movie often produces a piece of bland and predictable garbage, music videos may be different since they are intended to reflect a song rather that stand alone. There’s no mention of any financial arrangements, but both companies get something out of it — Polydor gets promotion and 3UK gets exclusive content. Still, it could be argued that the promotional effects are strong enough to warrant some sort of payment, which could possibly be another revenue stream for operators. But for that they’ve got to show clear value from the promotion.

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