Asda clothing brand George has struck a deal with Universal Music giving shoppers free music downloads when they buy certain clothes.
Lyrics from Universal’s catalogue have been printed on clothing and shoppers who buy the product will be offered free downloads of the songs the lyrics are from.
Asda expects the initiative to drive sales. It also potentially adds pressure onto traditional music retailers, which have lost trade to the download market.
The promotion starts on May 31 with slogans including “The boys are back in town” and “Born to be wild”. The downloads are available through George.com.
More clothing with lyrics will be rolled out throughout this year and Asda has the option to extend the campaign to Wal-Mart stores.
George brand director Fiona Lambert said: “Slogan t-shirts are popular with all our customers.”