I’ll Have Two Pints of Lager, A Packet of Crisps…oh and a Digital Download Please.

Wippit today announced another marketing initiative to further raise their profile in the UK market. Hot on the heels of a previous deal with the Daily Express Wippit are teaming up with Heineken to give away free Wippit downloads. Promotional lid inserts provide consumers with information on how to claim a free download from Wippitís 600,000 strong catalogue.

Wippitís catalogue does include major label content, but their strongest assets are extensive indie repertoire and the ability to download in MP3 format, hence bypassing compatibility issues. Why this is important for prospective marketing partners is that it removes the problem of a portion of your customer base complaining that the promotional content isnít compatible with their iPod, Creative, ATRAC Walkman (delete as appropriate).