NEW MEDIA: Carling boosts music link with web offering

Carling is to back its music sponsorship activities with a

dedicated e-commerce offering at Carlinglive.com.



The site will sell concert tickets as well as carry exclusive content,

competitions and footage of performing bands.



As first revealed in Marketing (November 29), Carling has struck a

three-year deal with entertainment company Clear Channel to sponsor the

Hammersmith and Manchester Apollo venues in a tie-up that also gives the

brand naming and pouring rights at concert tours.



The company has commissioned Dow Carter, the company behind Bass-owned

Tennant's digital presence RedT, to build the site. The site at redt.com

draws on Tennant's affiliation with the music industry through

initiatives such as T in the Park concerts.



Carlinglive.com is due to launch in February. A teaser site will go up

beforehand to capture e-mail addresses and generate interest among music

fans.



Carlinglive.com is expected to be promoted as a commercial offering in

its own right. Carling is understood to be in talks with entertainment

booking company Ticketmaster about providing the site's booking

engine.



The site will be promoted prominently in all forthcoming Carling

campaigns and literature, with The Leith Agency handling creative work

and media planning and buying through BBJ.



Carling is also drawing on below-the-line roster agencies WWAV Rapp

Collins to handle CRM and KLP Euro RSCG to develop grassroots

initiatives to support its music sponsorship drive.



Carling's push to associate the brand with music comes after its

nine-year sponsorship of the FA Premiership.



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