Mobile social networking app Rocke Talk has partnered with YouTube’s London Olympics theme song to launch Profile Ring Back Tone (PRBT).The theme song was launched by YouTube to cheer the Indian squad at London Olympics 2012. The special theme song is composed by the noted music composer Shantanu Moitra and lyricist Swanand Kirkire titled “Aap Agar Saath Hain. Tou Jeet Bhi Saath Hai”
Sameer Agarwal, Chief marketing officer, RockeTalk, said in a company statement, “RockeTalk has steadily been customizing campaigns for brands, choosing the branded programming and innovation route over the commodification of ad inventory. In the PRBT, we have a product that carries the credibility of user recommendation. It creates a word-of-mouth like high value for YouTube.”
Unlike the CRBT (Caller Back Ringtone), this plays every time a user is called and can be heard by the person calling, the PRBT (Profile Ring Back Tone) sits on the user’s social profile page and plays every time a visitor or friend visits it. The innovation is a first of its kind done by a brand in the mobile social space, claims the company.
YouTube’s two-week “cheer for the Indian squad” campaign is already on its way to clock over 1 Lakh PRBT opt-ins, leading to 10 Lakh socially recommended ‘listens’ of the theme song.
Users simply had to click on an invite banner or an invite message in their inbox and the inspirational tone was automatically set as their profile tone on their social profile page. The moment anyone visited the profile, the YouTube track played on its own as the Profile Tone.
The innovation was already integrated into RockeTalk’s social structure, as RockeTalk is a voice and video based social network and users are accustomed to record and post their audio profiles as credibility boosters. With over 16 million users, RockeTalk is the largest native mobile social network in India.