Tag: Ringleader

Ringleader Digital’s Viral Click-To-Call Campaign Captures Attention Of Mobile Device Owners

Next-generation mobile advertising company Ringleader Digital, today announced the mounting success of its creative, mobile click-to-call campaign designed to promote Magnolia Pictures’ latest horror movie, “The Signal.” By using the one feature every phone has, the ability to make and receive phone calls, Ringleader’s viral campaign has yielded a 16 percent response rate within its target demographic, meaning that thousands of people to date have clicked to hear “The Signal.”

Approached by Magnolia Pictures’ media agency, Media Storm, Ringleader seized the opportunity to use the hottest new marketing medium, mobile, to spread the word – or in this case, the sound. Seeking an innovative campaign that would grab the attention of movie goers, the agencies toyed with the idea of a click-to-video campaign. However, to maximize reach, Ringleader advised a click-to-call campaign – offering a creative solution that soon had mobile phone users interacting to create movie buzz.

“The mobile medium is one of the most useful channel available to marketers today,” said Craig Woerz, Managing Partner of Media Storm. “Much like TVs are in nearly every home, most people now carry a mobile device. With the right partner, like Ringleader, you can reach those people and engage them on the spot. The success and high response rate we’ve experienced through Ringleader’s campaign has encouraged us to recommend mobile advertising elements as part of future projects.”

The campaign initially relies upon a mobile banner that invites fans to click the ad, an action that sends them to the movie’s mobile Web site. Created by Ringleader, this site offers people a chance to hear the signal, send the sound to a friend or read a film synopsis. Moments after clicking on the “Listen to the Signal” option, a call comes through the user’s handset. When answered, the call plays the same noise responsible for chillingly transforming the movie’s characters into mass murderers.

Also through the ad site, users can read a film synopsis or send the mesmerizing signal noise to their friends. The independent film tells the story of innocent people transformed into sociopathic killers after listening to sounds and viewing images transmitted through their television sets.

“‘The Signal’ project exemplifies how innovative advertising campaigns can and should cross from one screen to the other,” said Bob Walczak, CEO of Ringleader. “And, the beauty of it is how easily that capability grows your opportunities to capture minds. The mobile element complemented other online components – it didn’t mirror them. The click-to-call program gave Media Storm the next medium through which to reach tech savvy people with a catchy, viral campaign.”

In addition to managing the click-to-call element, Ringleader Digital sourced ad inventory on mobile Web pages frequented by Media Storm’s target demographic as well as created the WAP site. The click-to-call program hit the third screen on February 19 just in time for the February 22 movie release.


The Mobile “Don’t Track ” Database Yes or No?


Today, it is hard to find A News report about digital media without some reference to privacy and consumer rights or examples of those rights being violated. The Mobile segment of the digital media space is no exception. The current conversation is around building a database where consumers can go to “opt-out” of the targeting by participating advertisers and publishers.As the advancement of mobile advertising technology continues to progress, we find ourselves in a debate around handling the consumer’s data – even the data that doesn’t contain PII (personally identifiable information)

To date, as has been the case since the first cell-phone calls were made in 1983, the wireless industry has enjoyed the amazing growth through a competitive landscape rather than a overly regulated one. The argument is not about regulations or not. Robert Pitofsky then Chairman of the FTC made in a speech for the D.C. Bar Association Symposium in early 1998, where he said, “From a public policy perspective, self-regulation can offer several advantages over government regulation or legislation.”

There are countless examples of the Wireless Operators innovating to create a competitive edge as well as working together to make the whole industry grow. The current question on the table is around the creation of a national “do-not-track database” for online and mobile. Let’s separate the two for now, but I think we all would agree those lines are already blurred and will continue to be less distinctive. Clearly, the right move is for the industry to step up and build this. Waiting for the regulators to mandate will cause further delay and most likely limit the benefits.

The creation of the database will certainly give those interested in not being tracked a vehicle to ensure that their wishes are followed, but here at Ringleader Digital we have a database of over 40m unique devices – and since we launched our technology we have had just a couple thousand opt-outs. So clearly, those interested in not being tracked is a small number. In the end, tracking and targeting the ads that I see makes my whole experience more relative and interesting. Opting out of targeting doesn’t mean you won’t see ads, you have to pay extra for that. It just means you most likely won’t see as interesting an ad.

We spend our time working to provide a valuable and interesting experience across the ecosystem to a very personal device. We respect the fact that people are uneasy about the idea of being targeted or tracked as they use this device. It is with that in mind that we have been laying the foundation for a solution to allow consumers to not just “opt-out”, but actually “opt-in” to a more contextually relevant experience.