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http://mmaglobal.com/modules/article/view.article.php/1951/c13
2008-05-17T00:33:50-01:00
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PlayPhone / Sony Pictures
2008-05-02T22:51:48-01:00
2008-05-02T22:51:48-01:00
2008-05-02T22:51:48-01:00
http://mmaglobal.com/modules/article/view.article.php/1951/c13
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Category: Media & Entertainment<br />Summary: PlayPhone / Sony Pictures<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Company:<o:p></o:p></span></b></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">RH Brands, LLC<o:p></o:p></span></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);"><o:p> </o:p></span></div>
<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Client:<o:p></o:p></span></b></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">PlayPhone / Sony Pictures<o:p></o:p></span></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);"><o:p> </o:p></span></div>
<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Dates:<o:p></o:p></span></b></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">December 22 through 31, 2007<o:p></o:p></span></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);"><o:p> </o:p></span></div>
<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Background:<o:p></o:p></span></b></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">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.<span style=""> </span>Callers to the RH network of hotlines are attentive, actively listening, and responsive.<o:p></o:p></span></div>
<div><b style=""><u><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);"><o:p><span style="text-decoration: none;"> </span></o:p></span></u></b></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">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’ <i style="">Walk Hard</i> ringtones.<span style=""> </span><o:p></o:p></span></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);"><o:p> </o:p></span></div>
<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Objective:<o:p></o:p></span></b></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Use RH in-call offers to promote the download of free Sony Pictures’ <i style="">Walk Hard</i> ringtones.<span style=""> </span>Each free download of the Sony Pictures content creates the opportunity to advertise to consumers during their download and interaction with the free content.<span style=""> </span><o:p></o:p></span></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);"><o:p> </o:p></span></div>
<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Game plan:<o:p></o:p></span></b></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">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.<span style=""> </span>This call-to-action ensured the measurability of the campaign’s success.<o:p></o:p></span></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);"><o:p> </o:p></span></div>
<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Results:<o:p></o:p></span></b></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Performance-based:<span style=""> </span>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.<span style=""> </span><o:p></o:p></span></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);"><o:p> </o:p></span></div>
<div><b style=""><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">Branding:<span style=""> </span><o:p></o:p></span></b></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);">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’ <i style="">Walk Hard</i> promotion.<o:p></o:p></span></div>
<div><span style="font-size: 8.5pt; font-family: "Verdana","sans-serif"; color: rgb(127, 127, 127);"><o:p> </o:p></span></div>
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