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Sony Ericsson and Orange kicked off their partnership by launching a nine-month European sponsorship deal with Sony BMG artist Christina Aguilera. The deal gave Orange customers in nine European countries access to exclusive mobile music content, such as track downloads, via Orange's portal. Although Aguilera tracks were popular, the feedback from each country was that a local angle was crucial, giving rise to the new mobileAct Unsigned campaign.
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Interesting. Feel free to comment.