CONSUMER TECH APP & MARKETING CAMPAIGN
A ringtone composer app that makes it easy to create your own high-quality personalized ringtones
Project Roles
UX Writer, Copywriter, Creative Director
Company
LetsTalk.com
Challenge
LetsTalk, a leading online retailer of mobile phones, had a goal of getting their brand in front of purchasers of high-end smartphones. An early craze among smartphone users was downloading custom ringtones. So you have a large audience willing to spend money on their mobile technology — an attractive target for a company selling high-end handsets.
Solution
Fulfilling brand and direct marketing objectives
The project’s objective was to build brand familiarity and preference for LetsTalk, while also driving inbound search traffic through ringtone-related keywords. The multi-track mixer panel was easy-to-use and made composing a sophisticated ringtone simple. Sound packs were created in 8 musical genres, each with a fun, distinct title and design.
Building community and supporting it’s expansion
Thousands of user-generated ringtones contributed by the community could be downloaded by anyone for free. Ringtone sharing widgets gave anyone the ability to share their work via email, direct to phone, social media, online ads, and file downloads.
A product that generated ongoing new content opportunities
Every holiday and change of season presented new marketing opportunities for keeping the brand relevant. Seasonal promotions kept the marketing and content messages fresh throughout the year.
Outcomes
The launch of ToneMine was covered by a number of the leading tech and culture sites. The easy user interface and short time to ringtone creation helped generate enthusiasm from the reviewers, who were able to share their actual creations.
With leading DJs like Arman Van Buuren and Paul Van Dyke embracing ringtones as a form of musical self-expression, a contest partnership was developed with DJ Tutor, an online community of over 20,000 DJs.
The first contest generated thousands of entries, and a new wave of composer outreach, fresh new ringtone compositions, along with the ensuing inbound traffic downloads.
