T-Mobile/RealNetworks
Monica's Tweet-a-Ringback Contest
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Music
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Twitter, Facebook, Mobile
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Contest, Live event integration
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Music fans 18-35
Opportunity
With the low number of sales and awareness of the T-Mobile CallerTunes, Real Networks
and T-Mobile approached twtMob yet again to promote one of their charting CallerTunes
in a creative and fun way.
Solution
twtMob matched Monica to promote her song "Here I Am" with a contest where people
could win a day at the studio with Monica and a personalized recording or a song
dedicated to them. People had to set their default CallerTune to "Here I Am" and
retweet a message to enter. Monica would then call people live on Ustream to hear
the CallerTune and tell the winner they won.
Results
The contest reached over 15 million people and drove over 25% of those that clicked
to text in the shortcode to get the CallerTune, with 1 in 10 of all traffic purchasing
a Monica ringback tone. Not only that, but the Ustream was viewed live by thousands
of people.
The Stats
15,406,032
...people reached, most through Monica's tweets
and Facebook posts
25.34%
...conversion to the checkout
1 in every 10
...visitors purchased a Monica Ringback tone