Worldpop, the music media company run by former Radio 1 DJ Peter Powell, has linked with electronics giant Sony for a summer-long promotion on the clubber’s island of Ibiza.
Sony will create three Internet cafés on the island to allow clubbers to access the Internet and use e-mail. Worldpop head of marketing Dan Avener says sponsorship contracts with other lifestyle brands are being finalised.
A deal with Mobile Channel Network will allow Worldpop to send Ibiza news, gossip, chart and club information to holidaymakers’ mobile phones through text messages. Users can register for the service on Worldpop’s website.
Worldpop is launching a press and radio advertising campaign to flag up the promotion, called Mobile Ibiza, starring Radio 1 DJ Pete Tong.
The radio campaign kicks off on June 5 on stations including Kiss 100 and Galaxy and the press ads feature in July issues of music magazines including Mixmag, Muzik and Ministry.
The campaign was created by McCann-Erickson’s youth agency Magic Hat.
Worldpop offers pop music content through the Internet, TV, radio and mobile phones. It made history in April by becoming the first sponsor of the UK Top 40 singles and albums charts.
Last week, the company hired LWT managing director Liam Hamilton as its chief operating officer to work alongside chairman Powell.