The sponsorship involves Virgin Radio giving away 100 pairs of tickets to the NME Awards 2008 launch gig at the O2 Arena next month.
Promotional activity will run on DJ Ben Jones’ Most Wanted show where listeners will be challenged to identify successful tracks from last year’s NME Awards. A separate text to win promotion has also been negotiated.
The tie-up builds on Shockwaves’ four-month sponsorship of Virgin Radio Extreme, the radio group’s digital channel dedicated to new music.
Media agency ZenithOptimedia brokered the deal, which intends to reach 4.5m monthly listeners of the Most Wanted Show. The ad campaign goes live on Monday.
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