The mobile firm plans to give Hamilton a starring role in a forthcoming promotional blitz, positioning him as the embodiment of its 'make the most of now' message.
Vodafone has briefed Bartle Bogle Hegarty to develop global TV work using Hamilton to promote the network operator to a fresh generation of consumers interested in the mobile internet and music downloads.
The strategy has already seen the launch of a digital drive through Dare, featuring mobile-phone footage taken by Hamilton.
'He will definitely become a bigger part of our activity,' said Dominic Chambers, Vodafone's head of brand and marketing communications.
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