Katy Perry has entered into a marketing partnership that will see Europe’s biggest telecommunications group Deutsche Telekom promote her next single and album, while she supports the company’s consumer-brand message.

The campaign centers on Deutsche Telekom’s involvement in the official video for “Firework,” the third single from Perry’s new album “Teenage Dream” (Capitol Records).

Deutsche Telekom is hosting a series of activities and competitions from which fans around Europe will be recruited to be in the video, which will be released in October. No official release dates are yet available.

The album is released on Aug. 24 in the United States and internationally on Aug. 30.Deutsche Telekom’s collaboration with Perry is part of the communications giant’s ongoing international “Life is for Sharing” branding. This promotes the use of its fixed-line service and wireless carrier T-Mobile as a means for “sharing life’s memorable moments.”

But this campaign centers on Perry’s integrity as an artist and her desire to share her experiences with fans, Ralf Luelsdorf, Deutsche Telekom’s head of international sponsorship, tells Billboard.biz.

“For this win-win relationship to work, it was important for us to have the full participation of the label, the artist and her management [Los Angeles-based Direct Management] in the video. The video is also not branded; there is no product placement.”

The campaign kicked off Aug. 9 with a series of TV spots and Internet ads. In them, Perry invites fans to be in her video. The participating countries include Germany, Austria, Hungary, Czech Republic, Slovakia, Poland, Macedonia and Montenegro. Filming takes place at the end of September, but the exact location is yet to be determined.

Source: Billboard BZ