Sony Ericsson ties up with Orange for gigs

Sony Ericsson and Orange have hired Christina Aguilera to perform at a series of gigs, available for exclusive download to consumers who use their products.

The deal, which was arranged by Iris Experience, will last nine months. As part of the agreement, customers will also have the opportunity to attend a private show featuring the US singer.

The content from these shows will be available for download on all Sony Ericsson handsets on the Orange network. The London show will take place tomorrow (Thursday). Tickets are being given away through the Orange World mobile portal, as well as online.

The deal will be backed by a two-phase promotional campaign comprising in-store point-of-sale, press, online and radio activity.

The activity follows similar tie-ups between music acts, mobile networks and phone manufacturers, including O2 and T-Mobile's deals with the Sugarbabes and Liberty X respectively.

Nokia, meanwhile, has avoided being aligned with a single act, sponsoring instead specific events such as the Isle of Wight festival.

Last year, Virgin Mobile featured Aguilera in its 'Idle Thumbs' campaign.

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