The campaign theme is "Collect the soundtrack to your life with broadband from BT" and will feature online advertising developed by Agency.com as part of an integrated campaign across TV, print, poster and DM.
A TV campaign by Abbott Mead Vickers BBDO will run from now until the end of September, featuring songs from UK artists including Supergrass and KT Tunstall.
Extensive press ads by the agency are based around EMF's 90s hit 'Unbelievable', and Ogilvy is developing a DM campaign for September.
New BT Broadband and BT Yahoo! Broadband customers can download up to 40 free tracks of their choice from the store for the next three months. Consumers looking for an entry-level package can download up to six digital music tracks of the choice with BT Broadband Basic.
Gavin Patterson, BT group managing director, consumer, said: "The advent of broadband has been critical for the growth in digital music in the UK and we are pleased we can offer more to music fans thanks to the iTunes Music Store."
He added: "As broadband take up and speeds rise, consumers are doing increasingly more through their internet connection. With this campaign we hope to give more of our customers the opportunity to make the most of digital music."
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