Cingular has teamed up with Freewebs, a multimedia marketing company with clients that include Adidas, Sony, and Reebok. The two firms together will launch ad-supported ringtones and “widgets,” as well as host user-generated content.
The initiative is targeted at music enthusiasts. Fans can download ringtones, rewrite lyrics, and upload videos of themselves dancing to a new single from a favorite artist. Freewebs will choose winners to feature on their home page each week. People can then vote on their favorites, as well as download videos or photos to their phones to take with them.
According to MediaPost, the idea behind the campaign is to strike a balance between relevant, contextual advertising, and ads that are inconspicuous. Good luck with that.
Cingular Plays With Widgets [MediaPost]