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.

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