LONDON - Sony Ericsson will use its Ibiza Rocks live music event to promote its Walkman range of mobile phones this summer.
The handset manufacturer has rehired Iris Experience to handle the promotion of the third Ibiza Rocks concert series. In the UK, the event will be promoted through a range of direct-response initiatives, including a poster campaign running in music venues nationwide.
Iris has also developed an online campaign to drive traffic to the dedicated microsite at ibizarocks.com.
Sony Ericsson has already unveiled some of the line-up for this year's gigs, which get under way on June 19 with Scottish band The View. Other confirmed headline acts include Arctic Monkeys, Kasabian, LCD Soundsystem, The Fratellis and Mika. Sony Ericsson will announce further acts during the next few weeks.
The concerts will take place every week until September 11, with up-and-coming support acts that include Reverend and The Makers, presented in association with footwear brand Dr Martens.
The gigs will be aired on Channel 4, with highlights presented on BBC Radio 1 by Zane Lowe.
Last month, Sony Ericsson unveiled its W220i Walkman phone, which includes a digital music player and 20 pre-set FM radio stations.
Earlier this month, the company tied up with mobile operator Orange for a ‘Festivals' offer, giving away 15 free tracks from bands including Razorlight and The Killers to purchasers of a W610i or W200 Walkman phone.