Orange is launching an interactive music tour, which will follow a real-life musician named Jont.
The tour, which starts on August 15, will trail the musician as he heads off for a one-month roadtrip, playing eight gigs in eight venues.
A collaboration with social networking site MySpace will be launched on July 15 to recruit up to three bands to play with him.Consumers will also be persuaded to invite Jont into their homes to play the gigs and to offer him food and guitars.
The campaign is part of Oranges “I Am” strategy. It will run through its I-Am-everyone website, which was designed by digital specialist Poke, and on MySpace TV.
The character will take part in a daily blog using Twitter, Last FM, Flickr, Google Maps and Geotagging. Orange says this is the first time it has used these technologies.
The mobile operator says its “I Am” strategy so far has mainly been about looking back at how events have shaped people.
It adds that the Jont Unlit tour marks the first time consumers can “watch it happen in front of them” and take part in creating the “I Am Jont” story.
The news coincides with yesterday’s announcement that the mobile operator is launching a volunteering programme to offer consumers the chance to win concert tickets in exchange for good deeds (MW.co.uk July 8).
Orange and production company RockCorps have already set up 50 projects for this year.
Orange unveiled its “I Am” brand positioning at theend of last month. The ads, which were created by Fallon, do not feature any Orange products and focus on celebrating “relationships and togetherness”.