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Katy Perry has joined forces with Deutsche Telekom in an eight-market campaign to crowdsource fans to participate in the artist’s official music video for the upcoming release of the single Firework.
Each Telekom country – in Germany, Austria, Hungary, Czech Republic, Slovakia, Poland, Macedonia and Montenegro – will have a different way of garnering participants, either by asking fans to complete a task, submit a video entry of their singing and dancing talents, or simply by entering a sweepstakes.
Katy’s Project: Pop Video, developed by Saatchi & Saatchi, will include a TV ad to air in five markets, with the artist asking for fans to join her in making the video. Other features of the campaign will include in-store promotions and print elements.
“The products that?Deutsche Telekom offers its customers provide the ideal way to share memorable moments of their life with others,” says Wolfgang Kampbartold, vp international communication & sponsoring at Deutsche Telekom. “Appearing in a music video with Katy Perry will certainly be an exciting and memorable moment to share.”
“The song is really special to me because I believe that everybody has a spark and that everybody can make that spark into a firework,” says Perry. “I am so excited to be making a connection with real, true people.”
Source: Brand E
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