Fight Music With Music in the Festive Advertising Plans

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Is it going to be too little too late? Announced at the start of the week is the joint program by Sony Ericsson and Orange to use music smartphones to promote unsigned bands in a traditional ‘Battle of the Bands’ voting experience. And while it will promote both the audio and video capabilites of (I’m assuming) the W960, it’s going to be attempting something else.

To try and get some sort of coverage in the expected deluge of UK press about the iPhone and whichever network (current thinking is O2, but then it might rain tomorrow….)  Even with the format, including a number of Hour Long ‘Idol’ style shows on Channel 4, a panel of industy experts, and a successful trial of the concept in Switzerland, it;’s doubtful they can stop the juggernaut love-in I confidently expect to break out in December.

But then, can any of the manufacturers or networks just stop advertising at Christmas? No – they’re all going to come up against this problem come the festive season. What would you suggest they do?