Sorry if Ricardo beat me to it this time again ;)
http://www.netimperative.com/2005/03/02/New_Order/view
New Order promos album with free ringtones
By Robin Langford
Last modified 02-03-2005 01:36 PM
New Order take music mobileWarner Bros Records is teaming up with mobile marketing technology company Hypertag to promote the latest New Order album, offering fans free mobile content at HMV stores.
Warner Bros will use Hypertag technology to promote the launch of "Waiting for the Sirens Call", the first studio album from New Order since 2001.
The campaign will see Hypertag units installed into the New Order window displays of the HMV stores in London’s Oxford Street, and Market Steet in Manchester in the week running up to the launch of the album on 28 March.
Consumers who interact with the tag will receive free music clips, ringtones or wallpaper, depending on their phone-capability. The campaign represents the first time such technology has been used by the music industry to promote an album release.
New Order drummer, Stephen Morris, said: "Technology has always been a driving force for us and we want the promotion of our new album to reflect that. “
“The convergence of music and mobile is a hugely important development in the way that people consume music; being the first band to hand out free music clips direct to mobile means we are in the vanguard of this industry shift," Morris added.
Hypertags are short-range wireless devices, which send information to mobile phones via infra-red or Bluetooth. A user activates the infra-red or Bluetooth on their phone, holds it up to the Hypertag and receives content such as vouchers, business cards, ringtones or games.
Because Hypertags use short-range wireless technologies, rather than SMS, interactions are free to both brand and consumer.
