HMV, Connect2Media and Defected Records have announced a multi-channel campaign to promote the newly launched mobile version of the puzzle game, Lumines. Leveraging the Connect2Media relationship with house music label Defected Records, the retailer is offering prizes including a trip to Ibiza for two people with VIP tickets to the Pacha closing party and free downloads of the new Defected in the House: Bali 10 album.

The mobile-based campaign will be the first large scale promotion for the new hmvgames service, launched in association with Orange earlier this year. Retail PoS marketing promotion will be provided by HMV across its stores in the UK, while its website will run promotional banners on the homepage. Purehmv, the retailer's loyalty scheme, will promote the Ibiza competition prize to its 1.3 million members. Defected Records will promote the campaign via its website, social media presence and email subscribers. It will also be backed by above the line marketing spend on press and mobile advertising in addition to promotion on Orange World.

Mobile agency InfoMedia has worked with all parties on the creative and operational requirements for the campaign, in addition to delivering the game’s mobile functionality, and management of the mobile CRM strategy. Michael Tomlins, managing director at InfoMedia Services, says: “HMV is perfectly positioned to deliver multi-channel campaigns like this offer and ensure an incredibly strong return on investment for all parties. The tie-in of a music and gaming product via mobile is a perfect extension for hmv with brands like Lumines and Defected. As a leader in delivering mobile capabilities we expect this type of co-ordinated, integrated campaign to continue to grow in the UK.”

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