EMI has announced a strategic partnership with Chicago-based digital agency VerveLife. The partnership gives brand partners access to EMI's catalogue to offer consumers downloads via promotional campaigns. EMI's recent decision to offer DRM-free downloads allows marketers to reach out to a broader range of consumers by ensures full interoperability across devices and platforms including mobile phones.
Burger King is the first VerveLife brand partner to take advantage of the EMI opportunity through a promo being tested in the UK. Under the campaign, consumers will be able to search for, sample, and download a pre-paid EMI Music track from a special microsite. Codes are distributed upon purchase with links from the microsite to an online retailer allowing consumers to purchase more tracks.
EMI is the exclusive major music company offering content for the Burger King promo and will be featured as the exclusive provider of digital music in experiences being developed by VerveLife for several other global brands to be announced.