First we created content by setting up 6 live music events with the hottest bands in totally unexpected venues. Vodafone customers were selected according to their mobile usage and opted-in to receive tickets. With full rights negotiated, the gigs were filmed.We also staged the first Vodafone Live Music Awards, the first exclusively live music awards in the UK. All the winners were voted for by live music fans but mostly Vodafone customers were invited.

15,000 attended the gigs. 425,000 watched Razorlight on TV. 685,000 listen to the Live Hour every week.60,000 Vodafone customers streamed live music to their mobiles.According to latest TNS and MWB tracking, Vodafone has jumped from last to 1# of the Big Four operators for music for 16-34s.