Blyk, the European MVNO that gives its subscribers free talk time and texts in exchange for viewing ads on their phones, appears to be making a success of its business model where others have failed before.

OK, it may still be too early to declare it successful, but Blyk is getting its name out there and sponsoring the Rise free music festival that's happening on July 13, MarketingWeek reports.

As part of the sponsorship, Blyk's 65,000 members will receive a text message that includes the festival line-up plus the ability to download free wallpapers and ringtones from festival performers.