EMI To Offer Digital Downloads Through Burger King In U.K.
July 24, 2007 at 8:21 AM (PT)
EMI MUSIC has entered into a strategic partnership with CHICAGO-based digital agency VERVELIFE, under which EMI will open up its digital music catalogue for VERVELIFE’s global brand promotions and loyalty experiences. The partnership gives VERVELIFE’s brand partners access to a significant portion of EMI MUSIC’s catalogue in order to offer their consumers higher quality, DRM-free downloads via global promotional campaigns.
Global brand BURGER KING is the first of VERVELIFE’s brand partners to take advantage of this opportunity, through a custom premium experience being tested by BURGER KING in the UK. Under the campaign, consumers will be able to search for, sample and download a pre-paid EMI MUSIC track from a specially created microsite after inputting a unique code.
EMI Head Of Digital BARNEY WRAGG commented, "EMI's recent decision to drop DRM has had a hugely positive impact on our potential to collaborate with brands in order to offer consumers downloads that they can play across all digital music players. We are very excited about this deal with VERVELIFE, which provides the perfect platform for us to partner with a wide spectrum of high-profile brand names such as BURGER KING."