The new site, now renamed Music Unlimited (musicunlimited.com.my), is the latest installment of Hotlink’s ‘brand refresh’ strategy launched last year under the advertising tagline ‘Life unlimited’.
Music Unlimited went live last week and targets 15- to 25-year-old music fans.
The site includes a photo gallery; a ‘happenings’ section, containing event, club and album reviews; and a blogging section for music industry gossip. Users can download music to their mobiles and smart technology enables the site to predict users’ favourite genres.
The new site is co-branded with both Hotlink and Maxis logos appearing on the homepage, to appeal to customers from both pre- and post-paid services.
“We wanted to make the site welcoming to Maxis users too,” said Proximity Malaysia director Vic Sithasanan. “We’ve pushed a lot of content upfront, added new features and made the site easier to use. Music is a big part of Hotlink’s strategy to personalise the mobile phone, and we want to own that platform. Music Unlimited is already the biggest music download site in Malaysia, with 100,000 downloads available.”
Hotlink’s ‘3 pillars’ marketing strategy, launched five months ago, focuses on the brand’s aim to ‘explore, express and connect’.
