How Huawei’s Coldplay sponsorship deal got done

Photo by Caroline McCredieLast week Chinese smartphone company Huawei sponsored an intimate Coldplay gig in Sydney as part of the UK band’s tour of Australia.

Along with Huawei, the band’s record company EMI partnered with Southern Cross Austereo’s the Today Network and Foxtel’s Max to give 350 competition winners the chance to see the band perform, with the show streaming live through Huawei’s Facebook page.

Andie Tickner, head of brand partnerships at EMI Australasia told Mumbrella’s Tim Burrowes: “The deal has been 12 months in the making. We had an idea to do something really cool and original with Coldplay. We engaged with Southern Cross Austereo and Foxtel Music and then Huawei as a brand partner to make this all happen.”

Dan Nitschke, entertainment business director of Southern Cross Austereo’s activation arm EMU said the event was a good fit for Huawei: “Live streaming gave them the platform to utilise their social media through Facebook and beyond that it was an opportunity to showcase the new handset that they were releasing and opportunity for winners that were a part of today’s experience to shoot and place that content as well.”

Winners won a Huawei handsets to shoot and photograph the event and post to the phone company’s Facebook page as well.



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