Sony Ericsson has signed US R&B singer Usher as its new brand ambassador. He will feature in the mobile company’s marketing from next month and will spearhead the launch of the latest Walkman phone.
As part of the deal Sony Ericsson will have headline sponsorship rights for a European tour. Sony Ericsson’s marketing activities will revolve around the W350 Walkman phone and the W980 Walkman phone, to be launched later in the year.
John Bernard, Sony Ericsson music marketing manager, says: “Working with an artist such as Usher is an ideal fit for us. Here we are at the start of an electrifying launch campaign, poised to deliver a totally 360 degree experience for all consumers and Usher fans alike.”
As part of its marketing plans fans will have access to exclusive content, competitions including the opportunity to meet Usher on the set of a video shoot and the chance to win tickets to his European concerts.
The artist will kick off the partnership with a performance at an exclusive show hosted at London’s Indigo venue docklands on May 22.