The highest-grossing touring band of the ’70s, Led Zeppelin is now being served up to 21st-century fans by Telus Mobile Music. After inking an exclusive wireless deal with the remaining band members, the Toronto-HQ’d telco began offering branded ringtones and wallpapers on Tuesday.
In mid-November, in a partnership with Warner Music Canada, full-song, over-the-air downloads of Led Zep’s catalogue will be available. This offer will kick in just before the release of a career-spanning, two-CD collection titled Mothership, and the reunion of Jimmy Page, Robert Plant and John Paul Jones for a one-off concert in London, UK, on Nov. 26.
In a joint offer with MTV Canada, Telus customers who download the band’s songs between Oct. 22 and Nov. 5 will have the chance to win tickets to the concert as well as airfare, accommodation and travel expenses. MTV will provide numerous on-air mentions of the contest and Telus’s Led Zeppelin offers.
With creative from Taxi and media buys by Media Experts (both Toronto-based), an extensive marketing campaign will promote Led Zep’s return. Cineplex theatres across the country will begin presenting a 25-second spot, along with signage, on Nov. 16. And print ads will appear in the December issue of Famous magazine, which is distributed in cinemas.
Signage will also appear in music stores across Canada, drawing awareness to Telus’s Led Zeppelin offers plus the concert/trip contest. Among the online components of the initiative will be promotion on Telus’s home page and on the SPARKmusic site. Email calls to action will be sent to Telus customers, and envelope flashes will be sent to them with their November-December bills. And mobile content for Telus subscribers will feature Led Zep trivia plus band bios and details about their career.
