By Natalie Mortimer

Tesco’s streaming service blinkbox music is set to press play on its first high-profile marketing campaign as the retailer invests millions of pounds to raise awareness of the service.

The campaign, created by Karmarama, focusses on blinkbox’s ability to “transform mundane moments” and will run on TV accompanied by outdoor tube and rail placements, digital display, VOD, radio and social media activity.

It is the first time Tesco has invested in above the line marketing for the web and app based service, which allows users to stream curated radio stations or generate their own based on what they like.

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Source: The Drum