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Turkcell's Tone & Win, The World's First Ring Back Tone Advertising Platform, Growing Rapidly With Over 200,000 Members

Wednesday, January 28, 2009 9:26 AM


Callers Listen to Advertisements From Mobile Phones and Win With Turkcell's Tone & Win

ISTANBUL, January 28 /PRNewswire-FirstCall/ -- Since the launch of Turkcell's Tone & Win (TonlaKazan) in May 2008 as the world's first RingBackTone (RBT) advertising platform, this loyalty program for subscribers has grown to over 200,000 members, boasting an unconventional, unique and innovative media channel for advertisers to garner brand recognition. Using the Tone & Win platform, Turkcell members select branded content and let their callers listen to a branded RingBackTone instead of a regular ring tone.

Turkcell Business Development Chief Executive Officer Cenk Serdar said, 'The Tone & Win platform not only integrates a rewarding loyalty program for our customers with an unconventional new media channel for brands, it also has reached over 200,000 members since its launch, creating more than six million monthly impression in six months. Additionally, the platform is decreasing the churn rates of Turkcell subscribers who are Tone & Win members by giving free text and minutes in return for sending sms/mms ads daily. This new ad-funded business model shows great promise and the potential to surpass other models in mobile marketing.'

Turkcell subscribers win airtime or credit depending on the amount of time their callers listen to their RBT advertisement music. On average, a Tone & Win subscriber wins 65 units / 20 minutes monthly, while this number can reach up to 150 units / 40 minutes for some subscribers whose incoming voice call traffic is above average. While during the beta period only a limited amount of members were able to register for Tone & Win, it is now available to all Turkcell subscribers. It is possible to become a member of Tone & Win through Web, Wap and SMS channels. Members select the advertisement music of the brand of their choice as the RBT content they want their social community to listen to.

Fifty different brands have launched 72 campaigns using the Tone & Win platform with a minimum of two weeks duration since May 7, 2008, including Coca Cola, Unilever, P&G, Nestle, Warner Bros and major national Turkish brands such as Garanti, Akbank, Digiturk, Arcelik. At the end of each Tone & Win campaign, Turkcell offers brands exclusive reports containing members' demographics, socioeconomic status, total impressions and total branded RBT seconds listened to by callers.

An example of a successful targeted advertising campaign created through Tone & Win was the November 2008 launch by Warner Bros of a James Bond 007 Quantum Of Solace branded RBT.


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