Parlophone-signed singer starts mobile loyalty scheme

Singer-songwriter Lily Allen has launched a mobile loyalty scheme, as digital activity is ramped up to coincide with the release of her debut single for Parlophone this week.

Parlophone claims the loyalty scheme for Allen’s mobile WAP site is a UK first. Fans will earn points by viewing content on-site, uploading their own photos or buying realtones and other mobile content. Points are exchanged for content and prizes.

The singer is also launching a new website. Lilyallenmusic.com includes interview footage, a blog, news, tour dates and downloads. Viral elements are included to encourage fans to send links to friends and share downloaded content via Bluetooth.

Allen’s debut album Alright, Still comes out on July 17, with a preview due to be available on MySpace on July 10.

A remixable version of Smile is being offered through MySpace, in a scheme which Parlophone’s owner EMI first tested earlier this year with the re-release of a Byrne-Eno collaboration.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here