Visa have announced details of a new partnership with Robbie Williams which will let German fans remix the singer's track 'Sin Sin Sin'. The online promotion allows fans to remix the song with the option to submit their creation to a Germany-wide competition. They can also remix the track into a personalised ringtone, utilising that YourSpins technology, made by UK company Digimpro.
The online promotion will be incorporated into the credit card company's traditional advertising, which usually uses the strapline "love every day", but which will say "love every remix" for the duration of the Williams campaign. Harry Otto of Saatchi & Saatchi, who are coordinating the ad campaign, told reporters: "Online activity will increasingly be at the center of campaigns. Visa needs to appear as an authentic partner within the target group."