The Saturdays launch sponsorship deals

A website set up to market the new album from girl group The Saturdays will offer fashion retailers the opportunity to sponsor individual band member pages.

Fans will be able to click through from the sponsored pages to fashion retailers with transactional sites where they can find clothing that will help them dress in the style of the band.

The social networking site is the first of its kind for record label Polydor and has been designed by digital creative agency Clusta.

Once a fan signs up and creates their own profile, they will be able to add concerts they plan to attend to their calendars and leave comments and reviews. They can also make friends with other fans and upload related content.

The website will host individual blogs from the band members in the form of diary entries.

Senior digital campaign manager for Polydor, Aaron Bogucki, says: “The girls were already really proactive in providing content for their site and getting involved in social media.

“With the success of the first album we wanted to make sure our digital strategy led the launch of the second so we decide to launch a fan networking site.”

The Saturdays’ new album is called Wordshaker and is released on 12 October.

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