• PROMO Magazine, Tuesday, February 7, 2006 12 PM

In a first-of-its-kind promotion, Verizon Wireless took over a major intersection on the streets of Hollywood and mounted a live concert to support the launch of its new music service. The stars were the Fugees, and the show was staged as a pre-Grammy award event at the corner of Hollywood Boulevard and Vine Street. Almost 10,000 free tickets were distributed for the event, about half of them by street teams roaming Los Angeles in branded vehicles including Hummers and a double-decker bus with a DJ spinning tunes on the top deck. Other tickets went to the Verizon Wireless subscribers who responded quickest to a text message. Their tickets were delivered to their phones via mms messaging; they showed a bar code on their phone screen to get into the show. (Radio station KKBT-FM gave away the rest of the tickets.) The new service, dubbed V Cast Music, was unveiled last month at the Consumer Electronics Show. The service lets Verizon Wireless subscribers download music to their cell phones or PC, and transfer tunes between phone and PC.

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