Italian carrier Tim and Buongiorno Vitaminic have created "Melody Card Ferrarelle", a card inside the 6-bottles pack of Ferrarelle mineral water, with a code to get a free ringtone. Pubblicità Italia reports about the initiative which will run until the end of February and will be open to users of all Italian carriers. The code a part from the free ringtone will also allow consumers to enter a draw to win a Nokia 6600.
The Melody Card will be promoted with a tv campaign on MTV and an sms marketing campaign to Tim users subscribed to the TimSpot service.