T-Mobile USA celebrated the next generation of its Sidekick messaging device with the national launch of the new Sidekick LX. It features 3G for fast Web browsing and enhanced mobile access to social media sites such as Facebook and Twitter. The company transformed the Paramount Studios lot in Hollywood into a virtual T-Mobile metropolis.
The celebration, attended by celebrities including Emmy Rossum and Adrien Grenier, featured performances by Weezer and TRV$DJ-AM, who were joined on stage by blink-182 in a special impromptu performance for the recently reunited group.
The private Hollywood launch event led the simultaneous multi-city events. Five cities were hosts to these Sidekick LX launch events — New York City, Chicago, San Francisco, Houston, and Baltimore. Celebrity DJs including DJ Momjeans in New York City, Chad Hugo of N.E.R.D. in Baltimore, Benji Madden in Chicago, Jermaine Dupri in Houston, and DJ Jazzy Jeff in San Francisco spun the latest music for the special one-night-only synchronized celebrations.
Guests in each city were able to witness the events in Hollywood, including the musical performances, red carpet arrivals, and celebrity shout-outs posted via video messaging, live via satellite. Sidekick fans across the country, including celebrity guests such as Ashlee Simpson and Kim Kardashian in Los Angeles, and Jamie Kennedy and Jennifer Love Hewitt in New York City, shared their experiences from every city by sending tweets, photos, and videos from the new Sidekick LX.
T-Mobile had announced the new T-Mobile Sidekick LX last month. Its features include the swivel screen and a full QWERTY keyboard as well as an improved multimedia experience with big Sidekick screen, 3.2 megapixel camera, and enhanced video capabilities. The “Communities” section of the device will connect users to the social networking sites, including Facebook, MySpace, and Twitter.