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Fido is offering attendees of this weekend’s Toronto Pride festivities the opportunity to appear in a music video with pop star Fergie.
The wireless provider, in partnership with Motorola and Warner Music, is inviting people to perform in front of a green screen to one of two songs by the pop star, “Glamorous” or “Fergielicious.” The singer will then be digitally inserted into a 30-second video which will be sent directly to participants’ mobile device via MMS.
This is the first time participants will be able to see their video immediately, said Philip Camino, director of marketing for Ontario for Rogers Wireless and Fido. Previous efforts required participants to go online after the event to download their video.
This marks Fido’s first experience with Pride, but Camino said the annual event is a natural fit for the brand—which targets adults 25-39.
“Fido’s brand attributes are culture, arts and fashion; where young adults are having a good time in a downtown urban setting, that’s where we want to be,” he said. “We want to be always by your side in that kind of environment.”
The initiative was developed with agency Tribal Brands.
“It will give attendees an experience that’s memorable that they can’t have anywhere else,” said Camino.
