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River Island will launch one of its biggest online campaigns to date through the deal with the IPC title.

Advertorials on NME.com are to go live as part of a three-part sponsorship deal in the run-up to Christmas. Based on NME's Stuff We Love section, the advertorials feature information on famous musicians.

The second part of the campaign features a competition offering tickets to gigs at Wembley stadium and vouchers for River Island, while a standard display ad campaign will go live across the site.

The campaign, which launches this week, was developed by River Island's marketing department, media agency Vizeum and IPC Ignite.

It marks the first time NME.com has run an ad campaign from a fashion retailer.