Durex is set to unveil a series of Intimate Session gigs to bring music fans closer to up-and-coming bands in a deal partnered by Spotify, NME and MSN.
The events are being organised by TMW, and will include performances by bands such as AlunaGeorge, Wretch 32, Little Comets and Tribes.
The first gig is set to take place on 18 August, while the final event will be held on 19 October.
TMW will drive promotion for the gigs through an integrated campaign, which includes a microsite, social media activity on the brand’s Facebook page, a blogger outreach programme and an in-store promotion in Boots, which all drive consumers to the Intimate Sessions website to register for their chance to win tickets to the gigs.
Tom Bruce, group account director at TMW, said: “Durex is all about bringing people closer together so they can enjoy greater intimacy. The idea behind Intimate Sessions is to extend this intimacy beyond the bedroom to other areas of life and what better place to start than with a great music experience.”
Spotify, NME and MSN will promote the campaign with digital advertising while NME will produce exclusive video content, including behind-the-scenes interviews that will be seeded through the media partner sites.