Multi Channel Network and Telstra’s BigPond Music have launched a campaign with HTC to host a series of intimate gigs with bands including The Temper Trap and Birds of Tokyo.
The campaign, Live@HTC, marks the launch of the HTC One (pictured), which is in stores from today.
Gigs will take place at HiFi bars around Australia. Since tickets went on sale last week, The Temper Trap’s show in Brisbane on May 6 has already sold out.
All the gigs will be filmed by Speaker TV and distributed across the MCN network and Tbox.
The campaign is the largest integrated rollout for MCN and Telstra since MCN took charge of managing Telstra’s online assets last year.
Elizabeth Minogue, strategic integration director at MCN, said: “We’re delighted to celebrate our relationship with Telstra with this exciting new campaign. Live@HTC demonstrates the power of an integrated, mulit-platform network and how this approach can help build significant brand awareness.
“By distributing content on-air, online and via mobile assets to a targeted audience, we’re building huge interest around the gigs that’s already resulted in one selling out.”
Adam Good, Telstra media director of digital media and content, added: “The HTC campaign is a fantastic demonstration of the cross-platform partnership and collaboration that we’re building with MCN. The calibre of artists and integrated content across all screens is yet another strong example of the direction we are moving in to create bespoke solutions for our clients.”