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T-Mobile's Clapton-Promoted Fender Handset Is A Hit

The first batch of T-Mobile's myTouch 3G Fender Limited Edition handset, which is based on a partnership with the famed guitar maker and has been given a promotional boost by Eric Clapton, sold out in three weeks. The company was figuring on three months, Denny Marie Post, svp and CMO of T-Mobile, tells Todd Wasserman in a Q&A.

Not surprisingly, the handset appealed to an older consumer, 35-plus. "It skewed to a more sophisticated upscale audience than we typically see," Post says, even while cautioning that one cannot go back to the limited-edition well too often.

Involvement with guitar great Clapton took the initiative "over the top," according to Post. The relationship was sealed by T-Mobile's commitment to sponsor Clapton's Crossroads Guitar Festival, his bi-annual concert to benefit his Crossroads Centre for people with substance use disorders. But first they had to convince Clapton, a dedicated iPhone user, that the myTouch Android OS was up to snuff technically.

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