The UK’s Guardian News & Media
has created a new consumer-generated content service in partnership with wireless network provider EE called GuardianWitness, Powered By EE.
MEC Access, a unit of WPP media shop MEC, brokered the deal on behalf of client EE, the telecommunications company that runs the Orange, T-Mobile and EE wireless network brands in the UK. Publicis Groupe’s BBH is creating a cross-platform marketing campaign to promote the platform.
The new service enables phone and online users around the globe to transmit photos, videos and text to the new platform via EE’s 4G wireless network. Editors review the material before its goes live on the platform.
Potentially, some content contributed to the platform could be picked up for stories in the newspaper or site, the publication confirmed. A GuardianWitness YouTube channel has also been set up.
“Smartphones have changed the way in which news is covered and shared around the world,” stated Spencer McHugh, director of brand at EE. He said that content can be shared between consumers and the Guardian editors via EE’s 4G network “in a matter of seconds.”
Consumers can download free apps for both iPhone and Android phones to access the new platform.
David Pemsel, chief commercial officer at the Guardian, said the new platform is an example of “our open approach to working with brands to innovate and create new experiences for our digital audiences.” The service is designed to “engage and activate our audiences,” he added.