Wednesday, March 22, 2006

JupiterResearch: American Idol Ringtones via the Direct Channel

Julie Ask posts at the Jupiter Analyst Weblogs about American Idol's use of mobile marketing to push the program and ringtone sales. Ask describes how host Ryan Seacrest taught "40 million American viewers how to download a ringtone without utilizing the carrier's deck," and instead use Cingular's messaging services.

She concludes that:

Wish I had a Cingular handset so I could try it out. The ability to vote and buy ring tones associated with American Idol probably won't be a reason to switch carriers, but Cingular certainly has a captive audience each week. Impressive also that Ryan could give those instructions "live."