The UK’s favourite soap, Coronation Street, is offering advertisers
new ways to harness its brand and helping to turn mobile phones into a
Following an exclusive deal between the makers of Coronation Street,
Granada Media Group, and phone retailer DX Communications, soap fans can
get an earful of the latest Coronation Street gossip with the launch of
the first media-linked mobile phone.
The deal allows owners of a special Coronation Street-branded Motorola
phone to connect to a Coronation Street hotline, which alerts them to
future developments on the Street.
Different messages can be received, along with weekly pre-recorded
updates on plots and scheduling changes.
The tie-up, which will initially run for six months, is the first in a
series of initiatives by Granada Media Group’s airtime sales house,
Laser Sales, to open up the Coronation Street name to advertisers by
more ambient means. It also coincides with the launch of the Coronation
Street fan club, which is being promoted in The Sun this week, together
with details of the new Coronation Street phone.
Caroline Hughes, commercial director at Laser Sales, said: ’We’re trying
to cross-fertilise partnership opportunities and seeking to provide
advertisers with ways of getting close to the programme brand without
bombarding consumers with commercial messages.’
An initial 5000 phones have been produced and Granada expects up to
80,000 people to sign up to the fan club.
Laser Sales is keen to attract further advertisers and said it will be
talking to DX Communications about link-ups with other successful
Other deals have included product placement in the latest Coronation
Street video, Viva Las Vegas, by companies such as Avis Rent A Car and
Motorola. Avis has since linked up with the Coronation Street fan club
to offer fans discounted holiday breaks.