To coincide with the release of Lily Allen’s new single, ‘Smile’ and her forthcoming debut solo album, ‘Alright, Still’, EMI Music UK label, Parlophone, launches a multi-channel online campaign, including website, blog and WAP site.

Dan Duncombe, Digital Media Manager Parlophone, comments, “With this campaign we have ensured that Lily remains true to her online roots and her success through MySpace. We have created a website that reflects Lily’s personality and vibrancy as well as maintaining the successful features of social networking sites like MySpace with her blog, personalised feature, music player and homepage information feeds. Lily’s outspoken nature and sense of humour are really captured in her blog, which is the perfect medium to communicate Lily’s personality to her fans and ensure a loyal following that we can motivate upon release. With nearly 40,000 friends, MySpace is one of the most important, direct and targeted promotion platforms we have. This is why we are premiering the album exclusively with MySpace the week before release”.

Duncombe continues, “We are harnessing the accessibility and instant nature of mobiles, with the first ever loyalty based WAP fan club in the UK. This campaign allows consumers the choice of when and where to interact with Lily, offering fans greater accessibility to her music, greater interaction with other fans and offering a wider range of mobile products – both commercial and promotional.”

Breaking new boundaries and raising the bar in the mobile arena, Lily Allen’s WAP site is the first ever loyalty based fan club on UK WAP. The site allows fans to accumulate points and exchange them for content and prizes. Users collect 'Lily diamonds' by navigating the site, reading the news, checking Lily’s daily photo diary, entering competitions, uploading their own photos and purchasing mobile content such as exclusive Lily Allen realtones and wallpapers.

The Lily Allen website, designed by Holler, continues to put digital at the core of Parlophone’s marketing strategy; enabling fans to listen to exclusive Lily Allen mixtapes not available anywhere else, catch up on the latest news, blog, tour dates and download a free MP3 mix of the forthcoming album. Video footage brings across Lily’s personality, as does her blog, which has become legendary for her wry sense of humour. www.lilyallenmusic.com

Starting this week, fans can also download a ‘remixable’ version of the Smile single via the ‘U-Myx’ tool. Fans have been given a 1 minute taster for free to play with (http://www.u-myx.com/LilyPreview.zip) while full tracks are available in Lily’s download store at www.LilyAllenMusic.com

Lily Allen WAP site

Fans can enter competitions via the WAP site to win tickets to Lily Allen gigs, her exclusive range of Nike trainers, a customised Chopper bike and other prizes including signed albums and artwork. The person with the highest number of points will get the chance to meet Lily Allen in person at one of her gigs in August 2006.

The Lily Allen WAP site also incorporates viral elements, including a ‘send to a friend’ function, as well as the opportunity to download an exclusive welcome message from Lily, which can be forwarded on to friends via Bluetooth. This exclusive audio however needs to be activated before it can be played, thereby driving new traffic back to the WAP site. There are also lyrics from Lily’s tracks available to Bluetooth to anonymous new ‘friends’ in your local bar or youth club – using lyrics like ‘Can I get your digits!?’ and ‘You gonna buy me a drink then?’

In an integrated campaign, the WAP site is being promoted with a call to action on all of the Lily Allen releases, posters, stickers, website, MySpace and point of sale.

Within the UK fans can access the WAP site by texting LILY CLUB to 84477 from their handset. The site is accessible globally by texting LILY CLUB to +447797 805 806

Lily releases her debut single ‘Smile’ for Parlophone on the 3rd of July and her debut album 'Alright, Still' will be available from the 17th July.

Notes to editor:

Lily Allen’s website was designed by Holler www.holler.co.uk

Lily Allen’s mobile services and WAP site were developed and built by New-Visions www.new-visions.co.uk

About EMI Music UK – Digital Media Division
EMI Music UK was the first major record company to establish a dedicated Digital Media division in 1998. The division is responsible for the digital activity of EMI Music UK and Ireland and its individual music labels. In addition, each of EMI Music UK’s record labels - EMI Records, the Angel Music Group, Parlophone, Virgin and the catalogue division - has a Digital Media Manager responsible for developing artist specific new media opportunities, promotions and web presence.

The Digital Media division develops many of the company’s digital cross-marketing and artist promotions; providing exclusive content; managing data capture and eCRM systems; and monetising EMI Music UK’s assets across the digital media. The division is also responsible for the EMI Music UK aggregate site, www.the-raft.com, which has been running for 11 years and won multiple awards.

With in house skills in journalism, programming, photography, SEO and design, the team are able to generate the right mix of copywriting and creativity to exploit a range of commercial opportunities. Working with EMI’s Commercial Digital team, Digital Media has worked with retail, brand, online and mobile organisations. This year alone, the division has agreed a number of crucial deals with high profile partners including OD2, i-Tunes, mycokemusic, Napster, Orange and Vodafone Live.

Websites developed for well-known artists include Kylie.com, Kelis.co.uk, thethrills.com, nerduk.com, thedivinecomedy.com, doves.net and jamelia.com. The team is also responsible for creating artists’ web shops, selling physical products and exclusive merchandise, as well as developing mobile shops and download platforms.

EMI Music UK is part of The EMI Group, one of the largest music companies in the world and listed on the London Stock Exchange.

www.emimusic.co.uk

For further information, please Contact:

Charley Hayes
immediate future Ltd
0845 408 2031
pressoffice@immediatefuture.co.uk

Published on: 12:00AM on 6th July 2006