May 2, 2008
Company:
RH Brands, LLC
Client:
PlayPhone / Sony Pictures
Dates:
December 22 through 31, 2007
Background:
RH Brands is an innovative In-Call, Online and Mobile Marketing network that includes humorous hotlines, interactive websites and other complementary concepts. Since 2001, RH Brands’ concepts have entertained millions of callers while providing brands with a unique advertising distribution. RH Brands young demographic is traditionally hard to reach and difficult to engage, however, RH Brands humor hotlines engage callers and offer an enticing ad placement opportunity. Callers to the RH network of hotlines are attentive, actively listening, and responsive.
PlayPhone, a premium, branded mobile content aggregator and distributor, through their relationship with Sony Pictures, partnered with RH Brands to promote the download of free Sony Pictures’ Walk Hard ringtones.
Objective:
Use RH in-call offers to promote the download of free Sony Pictures’ Walk Hard ringtones. Each free download of the Sony Pictures content creates the opportunity to advertise to consumers during their download and interaction with the free content.
Game plan:
Integrating the PlayPhone offer in RH’s “Calls to Santa” Hotline in a post-roll format, callers were prompted to press star on their mobile phone to receive the ringtone. This call-to-action ensured the measurability of the campaign’s success.
Results:
Performance-based: Of the 77,073 people that heard the PlayPhone/Sony Pictures offer on the “Call to Santa” hotline, 13.6% or 10,494 callers opted-in to receive the free ringtone.
Branding:
In addition to the actual opt-ins above, tens of thousands of callers actively listening to the “Call to Santa” hotlines heard a very clear and detailed Sony Pictures’ Walk Hard promotion.
