25 January 2010

Wrong Tone

Are advertisers seriously still giving away ringtones as prizes?

I'm not even exaggerating when I say that every single mobile phone today has an option to make your own ringtone. From your own iTunes collection. For free.

Giving away codes to download them was lame five years ago. Move on peeps.

And even get me started on brands creating their own Crazy Frog style remixes.

6 comments:

  1. But it's really only the perception that matters.

    In this case I think you're missing that most people don't know how to create a ringtone from their iTunes (there's not a button for it, it's actually kind of complicated - unless i'm missing something!?).

    I don't know about your iPhone, but mine definitely doesn't have a "create ringtone" app and there isn't one in the app store (because such an app would violate Apple's terms and conditions, not to mention undercut a piece of their revenue model).

    I think the vast majority of people like naff gifts/tip-ons like this. And the reality for most marketers is that often the best you can do for a tip-on is close-to-free crap like ringtones and usb sticks etc.

    What was the offending brand/offer in this case? Just out of interest.

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  2. It's even more worrying how many people are still purchasing ringtones and how they can enter our music charts!

    I agree with LachyW that there is a massive gap in the market for customising ringtones and making it an easier and more accessible tool for those not so tech savvy users. How many people do you know that have the exact same iPhone ringtone and message alert? (let's not even discuss the poor range of tunes the iPhone comes with).

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  3. Can I just say... Cutting music tracks to be of ringtone size is the fucking easiest thing you can do on a computer. If you don't know how to do that, then don't use computers, because it's people like you that say stupid things like "So you mean when I watch a video on Youtube it goes to my download limit".

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  4. what % of people make ringtones from itunes - fck all i'd say.

    ringtones are a perfectly fine prize for certain audiences.

    to the people saying how damn lame they are - have you ever run a campaign and used them? and seen the results? seen the take up etc?

    or are you devotees of the 'sample size of my mates' approach to research?

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  5. @ LachyW & Nick Malham

    I agree, there's definitely an opportunity for customisation, but the iPhone probably doesn't hold the answer.

    In fact, the iPhone is a interesting one when it comes to this topic. While officially you can't easily add ringtones, a quick Google search lays it out very easily. However, I believe many of the competitions that give away free ringtones aren't compatible with the iPhone anyway because it's not done through the Apple Store.

    @ Ben

    We both know my sample size is small, sometimes it doesn't even go above one.

    And I would love to see some stats. But I'd also like to see some stats as to how much it pisses off customers when they win a shitty prize like a ringtone they can't/won't use, to a point where they'd rather win nothing than a ringtone.

    I think if you're still giving out ringtones, you run a massive risk of looking out of touch, which is particularly important with many of the brands who do so. I can't think of the recent example I saw, but I know Slurpee did it in their most recent campaign.

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  6. ringtones are often used cos they're easy and the takeup is good.

    i think for those who are a bit more saavy than the average joe it might make a brand look out of touch ... but that is probably the exception not the rule.

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