The mobile network says it is getting involved following the success of its ‘Dance’ advert last year.
T-Mobile will be closely involved in all Big Dance events from Move It in March to Big World Dance in London’s Trafalgar Square in July, promoting participation from both T-Mobile and non-T-Mobile customers.
Big Dance is a biennial celebration of dance, which launched in 2006 and is organised by the GLA, the Mayor of London and Arts Council England. Legacy Trust UK, an independent charity set up to help build a lasting cultural and sporting legacy from the 2012 Olympics, has funded the celebration.
Lysa Hardy, head of brand and communication at T-Mobile UK, says: “We are passionate about encouraging our customers to participate in extraordinary events. From our experience with our Dance advert, which attracted over 17 million views on YouTube and spawned many fantastic imitation videos, we know how dance can really capture the imagination and spur people to get involved. We’re looking forward to supporting The T-Mobile Big Dance 2010 in the spirit of our ‘Life’s for Sharing’ brand philosophy.”
The Mayor of London, Boris Johnson, says: “It’s fantastic news that T-Mobile have come on board. We’ll be using the most flexible and adaptable methods to take this most agile of artforms to even more people. With hundreds of thousands already dancing across the capital – from hip hop in Hampstead, a gavotte in Greenwich, or a riverdance along the Thames – many thousands more will be able to join in Big Dance thanks to the most up to date technology.”
Marketing Week exclusively revealed today that Sam Taylor, head of advertising and sponsorship at T-Mobile UK, has left the company.