4Music has created bespoke content to be shown on screens at Westfield’s two London shopping centres promoting Rihanna’s 2013 tour, possibly initiating a series of pop content partnerships between the broadcaster and retail operator. Further Rihanna content will be made available to download via free wi-fi connections in both shopping malls. It is predicted that all this will reach an audience of 60 million shoppers.
The partnership, brokered by 4Music co-owner Bauer Media and Sold Out Advertising, will also see additional content broadcast on other music channels operated by Channel4/Bauer JV Box TV, plus E4 and Bauer radio stations.
Westfield’s Brand Alliance Manager, Fiona Kyle told CMU: “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 wi-fi we offer in our centres”.
Meanwhile 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. Echoing 4Music’s unique tone, we will produce a compelling Rihanna video tribute, fit for a global superstar as part of this groundbreaking multiplatform campaign. This partnership is the first of many, creating a unique synergy benefitting each of the brands involved”.