Agency Weapon7 is working with Freeview's music channel, Emap's The Hits, and record company Parlophone, part of the EMI group, on the campaign to promote the album 'Ultimate Kylie'.
The promotion, launched today and running for a fortnight, will support the video to Kylie's latest song 'I Believe in You'.
A trigger icon appearing as the video plays will take viewers to an exclusive photo of Kylie, updated every hour. Users can reach the Kylie zone to book tour tickets and download ringtones and wallpapers through a Wap shop.
When the video is not playing, users can still access the Kylie zone through an onscreen menu.
Weapon7 creative partner Simon Smith explained that Freeview is a growing digital television channel.
"The digital world is a huge opportunity for the music industry to reach out and touch its audience. We are seeing the fusion of marketing and content to create a better consumer experience," Smith said.
Scott Monks, operations and interactive director for Emap, said: "Freeview is now available in around 4.5m homes and The Hits was the first music channel to launch on the platform, and the first and only Freeview music channel to offer red button services."
Weapon7 also produced an enhanced music video for Hell is for Heroes' 'You Drove Me to It' in December 2002, which tripled the band's online traffic throughout the campaign and for Robbie Williams' track 'Something Beautiful'.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.