Breaking new boundaries and raising the bar in online marketing, EMI Music UK label Parlophone, today launches the first ever MSN themepack from a UK music artist. Ensuring that Lily Allen remains true to her online roots, the customised MSN campaign, created and negotiated by Carat Digital, offers the perfect platform to consolidate and increase Lily’s loyal fan base.

Dan Duncombe, Digital Media Manager for Parlophone comments, "With more and more teenagers using instant messenger services over and above email, the MSN Themepacks are a great way for us to reach Lily's target demographic as well as increase her fanbase. The Lily project creative also lends itself very well to the animations used in Themepacks and, in keeping with the rest of the Lily digital campaign, this is a media first."

The MSN creative, taken from Lily Allen’s album ‘Alright, Still’, provides fans with customised Lily Allen emoticons, backgrounds, display pictures, dynamic display pictures and ‘winks’. Messengers sending ‘winks’ to friends, during IM conversations, further stimulate the viral essence of the campaign.

With more than 11 million people instant messaging in the UK alone and hundreds and thousands of these downloading MSN themepacks, the medium has broad appeal and massive reach amongst 18-24 year olds - who predominantly use IM to chat with friends. Harnessing the instant nature of messenger, Parlophone extends its multi-channel Lily Allen online marketing campaign, which launched earlier this year and has been nominated in the ‘Best Artist Campaign’ category at this years BT Digital Music Awards. This continuation of the campaign offers fans even greater online interaction and accessibility to Lily Allen content while also bringing Lily to a new audience.

David Fineman, Account Manager for Carat Digital comments: “Lily has enjoyed incredible success and exposure with the ongoing Parlophone multi-media campaign. Incorporating a branded MSN Themepack into the marketing mix will drive momentum and further promote Lily’s debut album.”

Katy Adelson, Digital Marketing Manager, MSN.co.uk comments, “These are exciting times for online as we see new avenues for advertising and ground-breaking campaigns evolving. Our aim is to strive to produce innovative campaigns through which advertisers can creatively communicate and captivate consumers. We look forward to seeing more music artists using MSN Messenger to reach out to their fans."

For more about Lily check out here site at WWW.LILYALLENMUSIC.COM

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Notes to editor:

About EMI Music UK label, Parlophone …

EMI Music UK label Parlophone boasts a rich heritage of world renowned artists, from The Beatles, Queen and Paul McCartney, to Coldplay, Gorillaz and Kylie Minogue. The label has a dedicated Digital Media Manager responsible for developing artist specific new media opportunities, marketing and web presence, working with brand, online, mobile and other digital organisations. Websites developed for Parlophone artists include www.coldplay.com, www.gorillaz.com and www.lilyallenmusic.com. Recent digital activity includes the Digital Music Awards nominated Lily Allen multi-channel online campaign, with website, blog and first ever loyalty based fan club on WAP site and the Gorillaz BBC multi channel broadcast via digital TV, red button, online and WAP. Parlophone were also the first music label to partner with Skype to promote an artist to their entire 75 million global user base in a campaign for Coldplay.

www.parlophone.co.uk


Contact:

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

Published on: 12:00AM on 5th October 2006