1 song, 1 fan, 1 ringback tone = great buzz (and conversion)
Ringbacktones have been around for years. As far as I know they haven’t been particularly successful. But this campaign by Forsman & Bodenfors for Comviq could help boosting their popularity. The idea is simple and smart. Comviq, the biggest Swedish pre-paid mobile provider partnered with Universal Music and singer Veronica Maggio to release her new single exclusively as ringbacktone on one phone number only. For two weeks, the only way to hear her new single was to call +46739 52 50 06, a number belonging to a 18 years old student and great fan of Veronica.
Love the idea of advertising through experience. Love the idea of jumping on the bandwagon of a music artist popularity to let her, not the brand spread the word about the service.
As Adland points out, the amazing thing is that 56% of the people who called the number to discover the song immediately signed up for the ringback tone service.