T-Mobile unveils a Robbie Williams branded handset

T-Mobile is launching a Robbie Williams branded mobile phone as part of its multi-million-pound sponsorship deal with the singer.

T-Mobile is launching a Robbie Williams branded mobile phone as part of its multi-million-pound sponsorship deal with the singer.

The Sony Ericsson W300 Walkman phone, which goes on sale at the start of Williams’ European tour in June, will feature a live recording and video clip of the opening song of the tour.

It will be embossed with a Robbie Williams logo and come with two interchangeable handset covers, as well as direct access to the singer’s WAP site.

T-Mobile announced an 18-month sponsorship deal with Williams last year in association with Sony Ericsson. The singer helped design the phone, which also features a standard Robbie Williams ringtone and a live Robbie Williams sound-byte for the SMS tone.

T-Mobile says the phone will give fans a “backstage experience” of his world tour, which has started in South Africa. The European leg begins in Dublin on June 9.

Last month T-Mobile launched the first interactive TV ad made for Freeview. It was part of a &£10m campaign created by Saatchi & Saatchi to promote the operator’s new Flext tariff, which lets consumers decide the mix of voice calls, texts and picture messaging within their allowance.

The ad has the strapline “Do you know your plan?” and allows viewers to work out their mobile bill using an on-screen calculator.

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