May 9, 2004
Jingle Casting
I've been having nagging thoughts since I reported on Friday on insurance and financial services company Nationwide being the first corporation to offer an advertising jingle as a ring tone.
Well I Googled "coca cola jingle ringtone" and came up with some interesting results, first of there are
Coca Cola jingles available for download online and some companies offer to composer "corporate ringtones" as part of their range of services. But Nationwide is probably first in promoting their commercial ringtone in such a big way
More interesting is that I found the original page from Trendwatching.com on the term Jingle Casting. Here's what they say:
"Remember the '80s? When brands like Nike and Lacoste introduced the brilliant idea (for them) of making customers pay to display their logos? Ever since, human branding has seen extremes like tattooed logos on body parts, and brand icons shaved onto heads. Now, with the current wildfire-like spread of mobile/cell phones, expect audio to be added to people's branding expressions.
Using cell phones to broadcast commercials, tunes and jingles could well be the next big thing in the multi-billion euro ring tone industry.
What's to stop corporations, organizations and political parties from enticing consumers to download their jingles, commercials or political cries for change, or using alternative broadcasting channels to spread their corporate tunes and jingles?
Nothing, as Domino's Pizza showed by introducing electrical delivery scooters sporting corporate-jingle claxons. Gimmicky? Yes. But don't underestimate the power of corporate jingles: just hearing the first few notes of 'Always Coca-Cola' may entice thirsty consumers around the world to head for the vending machine or fridge. So encountering a beeping Domino's scooter around dinner time may do wonders for your appetite AND for Domino's marketing manager entrusted with meeting the sales targets for the 'Pepperoni' or 'Vegi Feast'!"
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