Pop heartthrob Ronan Keating launched Apple's iPod Advent campaign at Virgin's London Oxford Street superstore last night.

The store will now play 28 days of continuous, unrepeated tracks all the way through until Christmas Eve – and all that music will be played from one iPod hosted in the store.

"Self-confessed Apple addict Keating kicked off Christmas festivities four days earlier than the Advent Calendar traditionally starts as a tribute to this year's biggest new star on the music scene – Apple's iPod", said Apple.

Keating said: "My iPod has become my travelling companion – it goes with me absolutely everywhere. The title of my new album, Turn It On is the perfect song to start iPod Advent."

The promotion is also being supported by music magazine NME, which has launched its own iPod Advent calendar online. Each day fetaures a different celebrity with a famous quote from 2003. Visitors to NME will be able to hear ringtones using a virtual iPod there – and there's a weekly iPod giveaway competition.

NME Editor, Conor McNicholas, said, "You can fit about 1,000 albums on the top iPod, so this year we're asking visitors to the calendar to pick the best from NME's '1000 albums you must own'. They'll have the chance to win an iPod every week leading up to Christmas!"

Apple UK general manager, Mark Rogers (pictured beside Keating to the right), said: "iPod has been a huge success for Apple, with over a million people now owning one. There’s a diverse following for iPod from nearly everyone in the music industry, and "iPod Advent" is about the celebration of this music. iPod appeals to everyone, whatever your taste – from Ronan Keating fans to the readers of NME."

Apple sold 336,000 iPods in its just-gone quarter.

Virgin Megastores group marketing director, Mike Inman, said: "iPod is the best way to listen to music on the move. Whether you buy CDs from Virgin or download tracks from our site, iPod is the coolest way to capture your favourite tunes and take them with you wherever you go.

"We’re seeing massive demand already and think this will be the Christmas present everyone will want this year."