Katy Perry and Deutsche Telekom Partner to Ask Biggest Fans to Participate in Her Official ’Firework’ Video

* ’Katy’s Project: Pop Video’ campaign will recruit her biggest fans to be apart of her official video for upcoming new single ‘Firework’
* Campaign activities to involve eight European DeutscheTelekom markets
* Campaign reinforces Deutsche Telekom brand claim ’Life is for Sharing’ by providing memorable moments for fans to share

Today Deutsche Telekom announces an exciting collaboration with international pop star Katy Perry that will recruit her biggest fans to participate in her official video for the upcoming single release ’Firework’. Included in the campaign’s activities will be Deutsche Telekom’s involvement with her record release concerts in Berlin, Vienna, Warsaw and Budapest along with her support for the company’s newly launched sustainability program.

Katy Perry is known for her authentic, girl-next-door persona, so it is natural for her to want to share the spotlight with her beloved fans. Starting on August 9th, Deutsche Telekom will make that happen by awarding opportunities for lucky fans to appear in the official ’Firework’ video to be filmed at the end of September. Each country will have a different way to award chances either by asking fans to complete a task, submit a video entry of their singing and dancing talents, or simply by entering a sweepstakes. Participating Deutsche Telekom markets include Germany, Austria, Hungary, Czech Republic, Slovakia, Poland, Macedonia and Montenegro.

After selling five million copies of her debut album ’One of the Boys’ in 2008 and topping the charts with hit singles ’I Kissed a Girl’ and ’Hot N Cold’, Katy Perry will internationally release her second album ’Teenage Dream’ on August 30th. The two-time Grammy Award nominated star has already broken records for the album’s first single ’California Gurls’ and will release the third single ’Firework’ in October. Her official video including the fans that Deutsche Telekom has recruited will premiere across the world shortly after the single release.

Deutsche Telekom has developed this campaign as a way to reinforce and bring their brand claim ’Life is for Sharing’ alive in a unique way. Katy Perry is an ideal artist for Deutsche Telekom to collaborate with because of her natural and honest attitude, audience appeal and her love of sharing her experiences with fans. Her on-the-go lifestyle reflects Deutsche Telekom’s Connected Life & Work products, which provide customers with a seamless experience of using multiple devices as they move from one life situation to another.

“Deutsche Telekom is excited to collaborate with Katy Perry to provide a once in a lifetime opportunity for fans to participate in the official music video of their favourite artist,” said Wolfgang Kampbartold, Vice President International Communication & Sponsoring at Deutsche Telekom. "The products that
Deutsche Telekom offers its customers provide the ideal way to share memorable moments of their life with others. Appearing in a music video with Katy Perry will certainly be an exciting and memorable moment to share"

“I am excited to have this opportunity to work with Deutsche Telekom because I want the ’Firework’ video to be very connected and very raw and very honest,” said Katy Perry. “The song is really special to me because I believe that everybody has a spark and that everybody can make that spark into a firework. I am so excited to be making a connection with real, true people.”

Campaign

Created by Saatchi & Saatchi, ’Katy’s Project: Pop Video’ follows in a series of highly visible and successful campaigns since 2008 that have focused on reinforcing Deutsche Telekom’s ’Life is for Sharing’ brand claim.

From bringing together a flash mob of dancers to staging a mass sing-along in London with superstar Pink, the campaigns have motivated people to be apart of the action and share their moments with others. Both the Dance and Singalong campaigns reached millions and crossed international borders driven by an astounding viral following. Other campaigns have included a kick-off image spot with British talent show ’Britain’s Got Talent’ winner Paul Potts aired in Germany and the ’Rain of Flowers’ campaign aired in eight European countries.

’Katy’s Project: Pop Video’ will include a TV advertisement to air in five European markets, which will feature Katy herself asking for fans to join her in her video for ’Firework’. Other features of the campaign will include in-store promotions and print elements.


About Deutsche Telekom AG
Deutsche Telekom is one of the world’s leading integrated telecommunications companies with over 131 million mobile customers, more than 37 million fixed-network lines and approximately 16 million broadband lines (as of June 30, 2010). The Group provides products and services for the fixed network, mobile communications, the Internet and IPTV for consumers, and ICT solutions for business customers and corporate customers. Deutsche Telekom is present in over 50 countries and has more than 251,000 employees worldwide. The Group generated revenues of EUR 64.6 billion in the 2009 financial year - more than half of it outside Germany (as of December 31, 2009).