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New Order uses Bluetooth posters to send music clips direct to cellphones

New Order

The marketing campaign for the upcoming New Order (yes, that New Order — Blue Monday, anyone?) album, Waiting for the Sirens Call, marks an innovation in music promotion, with the development and display of digital interactive posters offering song clips, ringtones and photos that can be beamed directly to fans' cellphones. The posters use both infrared and Bluetooth to send the data directly to phones, bypassing network charges to fans or to the band's label, and making New Order to first group to hand out free music clips direct to cellphones. The digital posters will be displayed in HMV stores in London and Manchester in the UK, sweeties — who said there's no such thing as a free ringtone?

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