Warner uses cell phones to promote Madonna

Warner Music International collaborated with Verizon Wireless and Vodafone to promote Madonna's Hard Candy album, which drops tomorrow, April 29, in the US. Verizon...

Warner Music International collaborated with Verizon Wireless and Vodafone to promote Madonna's Hard Candy album, which drops tomorrow, April 29, in the US. Verizon was behind an underground remix of the first single off of the album, "4 Minutes," featuring Justin Timberlake and produced by Timbaland. The phone company also created an online video featuring Madonna, Timberlake, and Timbaland discussing the creation of the remix. The communications teams from Vodafone, Warner, and Verizon targeted international media and used social media to attract fans online.

Starting April 21, Verizon customers in the US and international Vodafone customers could download one track a day for seven days leading up to the release of the album. The exclusive "4 Minutes" remix was also available through the chosen phone companies and then fans could also enter to win tickets to the Material Girl's opening performance of the tour at the Roseland Ballroom in New York on April 30.

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