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NEW YORK U.K. mobile phone carrier Orange sponsored its first for-charity concert in London’s Royal Albert Hall — and introduced its own brand as a new act.
Orange partnered with RockCorps, which unites charities with companies to create nonprofit programs and events, to host artists John Legend, Busta Rhymes and Ludacris for a crowd of roughly 5,000 who participated in 60 volunteer projects. At one point during the Sept. 26 show, the brand took center stage to present an interactive advertising component.
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