Napster, the online music service, has joined Intel to launch a campaign to encourage consumers to buy and download more content over the internet.
Following a launch at the V Festival this weekend, a roadshow will tour the UK until October, taking in six major shopping centres including the Trafford Centre in Manchester and the Bull Ring in Birmingham.
Using a co-branded “Living Room”, both companies will offer demonstrations of their services and technology along with giveaways such as ten free downloads and a two-week trial of the Napster service for all visitors.
While Napster is fighting hard for market share in a sector dominated by Apple’s iTunes, Intel is keen to push its Viiv technology as a simple and reliable platform for accessing digital entertainment over the Web.
It is the latest in a series of efforts by Intel this year to join up with media partners to promote its Viiv technology. Others deals have included tie-ups with BSkyB and Lovefilm, the online DVD rental company, to promote downloadable films and sports.