Media: Corrie phone link-up

The UK’s favourite soap, Coronation Street, is offering advertisers new ways to harness its brand and helping to turn mobile phones into a new medium.

The UK’s favourite soap, Coronation Street, is offering advertisers

new ways to harness its brand and helping to turn mobile phones into a

new medium.

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

Granada programmes.

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.


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