Internet Marketing and Social Media Consultants

Australian pop icon Kylie Minogue and her UK label Parlophone, along with UK mobile device marketing firm New Visons, have introduced a new way for fans of the chanteuse to unite and share their obsessions.

Kylie Konnect was launched November 2nd in conjunction with the digital release of her latest single, “2 Hearts.” The site allows for universal mobile handset access and represents what may be the first social network of this type for fans of a particular artist. All of it adds up to a unique and intriguing marketing combo.

Much like MySpace or Facebook, members can upload photos, write blogs, create profiles, and connect with other Kylie fans via their phone or web browser. Kylie herself keeps up a profile of her own with blog posts, photos, and news.

Although the site’s 10,000 users may seem small, it’s not a bad start for a first-of-its-kind type of marketing innovation. Many announcements about tour dates and other news will appear on Kylie’s profile before they show up anywhere else, so serious Kylie fans will feel compelled to join the network to make sure they’re first in the loop.

The marketing company behind the mobile device aspect of Kylie Konnect, New Visions, has also worked with British singer Lily Allen and has upcoming projects with the likes of Calvin Klein. “We believe that one day mobile will sit at the centre of every major brands strategy and we’ll be there, with them,” says New Visions’ website.

The site trots out some pretty convincing statistics that support mobile device marketing: there are more of such devices in the world than PC’s and more time is spent worldwide looking at the “fourth screen” (mobile screen) than is spent looking at televisions, according to the site.

New Visions has some bold intentions and it will certainly be interesting to see how Kylie Konnect fares as it may be the harbinger of something explosive.

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