Using a new e-mail marketing application called a2b MAIL, Virgin recording artists Blur sent a digital Valentine to their fans this week containing 15 seconds from their new single “Tender.” The application is designed by a2b music (www.a2bmusic.com), New York.
The e-mail message requires no downloads, plug-ins, audio streaming technology or hyperlinking. Within the message there is a mini a2b music player embedded and the end-user just opens the message like a normal e-mail and clicks on a button to receive 12 to 15 seconds of audio. The message does contain a link to Blur's official Web site at www.blur.co.uk. a2b music has created cross-media promotions for other artists including Aerosmith, Bonnie Raitt and Lenny Kravitz.