Today I want to present a very creative strategy for marketing ringback tones and ringtones: the Fun cards.
Hutch is advertising new Fun cards for ringtones, Caller Tunes and a card for Caller Tunes Shuffle. These cards have a 16-digit code which users can buy in shops. There is a wide selection of cards with different tones. After taking the time to choose, users scratch the Fun card for the code and SMS it to 123. Within seconds, they will receive the ringtones or the caller tune they had requested to play on their Hutch phone.
What's in it for the mobile operator you ask?
First, and most important, the Fun cards marketing strategy enables impulsive purchase of ringback tones (i.e. short decision making and leveraging the need for immediate gratifications). Second, it increases ringback tones’ visibility in points of sale. Third, it positions Hutch as an innovative, creative, dynamic and cool mobile operator.
Also, this form of buying ringback tones enables a subscriber to purchase a Fun card for any other mobile subscriber, friend or family and give it as a present. And you can always use it yourself :)
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