The Turkey-based mobile phone operator, Turkcell announced that its RingBackTone (RBT) advertising platform now has more than 200,000 members who have taken advantage of the media channel to promote services and create brand recognition.
Launched in May 2008, this loyalty program enables “Turkcell members to select advertising content and let their callers listen to a branded RingBackTone instead of a regular ring tone.”
Turkcell started the first GSM network in Turkey in 1994, and by the end of September 2007 its subscriber base grew to 34.8 million, making it the second biggest in Europe.
“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,” said Cenk Serdar, business development chief executive officer, Turkcell.
Serdar believes that this new ad-funded business model will prove to be more successful than other mobile marketing models.
The program works by giving mobile users an incentive to join. Once they become a Turkcell subscriber, they can win airtime or credit depending on the amount of time their callers listen to their RBT advertisement tone. According to the company, the average Tone & Win subscriber wins 65 units / 20 minutes monthly, but this number can reach up to 150 units / 40 minutes for subscribers whose incoming voice call traffic is above average.
In November 2008, Warner Bros took advantage of the Tone & Win campaign with a James Bond 007 Quantum Of Solace branded RBT before the movie launch.
However, the ring tone was only made available to male Tone & Win members between the ages of 13-54, who were living in the 26 Turkish cities where the movie launched.