NEW YORK - Coldplay are to be promoted in an innovative cross-promotional deal, in which one of the songs from their platinum-selling 'X&Y' album is played on a character's mobile phone in the hit crime drama 'CSI: NY'.
During the episode, detective Danny Messer is investigating a cold case, pun probably intended, when his phone rings to the sound of Coldplay's song 'Talk'.
The US TV promotion, between CBS and Capitol Records, then offers viewers the chance to download the song to their phones, taking product placement to the next level. The ringtone will be available via a deal with a US cellular network and CBS.com.
It does not end there. Later in the episode, 'Talk' serves as background music. The promotion is believed to be a first for the music industry and, if successful, stars in other TV shows are likely to have their phones ringing with the latest songs from the Billboard 100.
In going with Coldplay, Capitol have gone for an easy first time out. 'X&Y' shot to number one around the world, with the platinum-selling album racking up sales of 7.5m, with 2.3m copies sold in the US alone.
Earlier this year, Capitol signed a deal with US mobile phone Cingular to release a 30-second ringtone of another track from 'X&Y', 'Speed of Sound', as a ringtone before it was heard anywhere else.
Coldplay were one of the first bands to sign up to the new music programme that sees fans offered ringtones of forthcoming singles before they are available to buy or download in full.
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