May 7, 2004
Company offers jingle as a ringtone
Carlo Longino suggested it last September (for ringback tones) in TheFeature.com and now, insurance and financial services company Nationwide has done it. They are the first company in the U.S. (to the best of my knowledge) to offer an advertising jingle as a ring tone and trendwatchers have dubbed the phenomena "jingle casting", according to TMCnet.com.
"The company is reaching out to consumers offering its "Nationwide is On Your Side" jingle to cellular phone users through its web site. The ring tone offer is part of the company's new $58 million advertising campaign to increase brand awareness.
"We want to reach consumers in every possible way," says Steven Schreibman, vice president of advertising for Nationwide. "Whether it's through television, billboards, online or cell phones, we want people to experience the Nationwide brand."
The jingle, which has existed for almost 40 years, is downloadable through www.nationwide.com and the MIDIRingTones web site, www.midiringtones.com./
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