Friday 30 November 2012, 13:21 | By CMU Editorial
Westfield and 4Music partner to promote Rihanna tour
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”.