T-Mobile have announced more details of its exclusive pan-European partnership with Robbie Williams. The mobile network will soon be offering exclusive pre-release ringtones and ringbacks of a track called 'Tripping' which appears on Robbie's new album 'Intensive Care', due out in Oct. German T-Mobile customers will also be able to exclusively download the full song to their mobile, and to access new video content.
The 'Tripping' promotion is likely to be the first of many as part of the mobile company's 18 month relationship with Robbie Williams and his record label EMI, and is also likely to launch a template to be used for other artist exclusives. T-Mobile has reportedly also entered relationships with John Legend and Shakira which will result in similar promotions. All very exciting, though whether anyone will switch phone networks just to access these exclusives is another matter entirely.