Home >> Digital >> Article

YouTube innovates to reach out to mobile users

10-August-2012
Font Size   16
YouTube innovates to reach out to mobile users

After creating top-of-the-mind recall with live coverage of London 2012 Olympics Games, YouTube has launched a theme song to cheer for the Indian squad. RockeTalk, a mobile social networking application, along with Maxus has carved out a mobile innovation – the PRBT or the Profile Ring Back Tone – for the social distribution of this song.

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’.

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.

Tushar Vyas, Managing Partner-South Asia at GroupM said, “It’s imperative that marketing solutions designed for the mobile space are able to engage without too much complexity. The PRBT is able to do just that. In the social mobile, simplicity of a solution can spell reach and participation. RockeTalk’s custom advertising allowed us to leverage the YouTube song in an unprecedented manner.”

YouTube’s two-week ‘cheer for the Indian squad’ campaign is already on its way to clock over one lakh PRBT opt-ins, leading to 10 lakh socially recommended ‘listens’ of the theme song.

The significance of the PRBT lies in the market context and campaign timing. Due to an all-round Olympics frenzy this season, most brands have used the ‘Olympics theme’ in their advertising communication, rendering the Olympic conversation noisy. This posed a challenge for YouTube when reaching out to the mobile user with its theme song cheering the Indian squad. The common ‘download a ringtone’ message was sure to be less effective, considering the over-used ‘download’ tool on the one hand and a multitude of Olympic themed downloads on the other hand.

Under the aegis of Maxus, RockeTalk effectively addressed this challenge by creating the ‘PRBT’ to catch the attention of its 8.6 million month active base, and to rise above the din. This reach becomes valuable since RockeTalk is an application supported on feature phones and smartphones, reaching across the metros and deep into tier II and tier III towns, shared an official release.

The user journey was kept simple without taking away its social dimension. Users were invited to take a pledge with YouTube, supporting the Indian Olympics team and urged to set the YouTube special song as their Profile Tone in support of the Olympics spirit. 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.

“RockeTalk has steadily been customising 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,” said Sameer Agarwal, Chief Marketing Officer, RockeTalk.

As an advertising innovation, the strength of the campaign lies in the fact that a Profile Tone set by a user is not only heard by her, but by every user who visits her profile. Within a rich multimedia space, it is thus converted into a powerful social recommendation tool.

Vinod Thadani, COO, Madhouse India, sees the YouTube Olympics PRBT campaign as significant. He said, “What Maxus has engineered on the RockeTalk social platform is important because it is not a one off case or a digital marketing flash in the pan. Maxus has steadily been innovating to create value not only for the brands it serves but also illustrating the immense possibilities to the industry as a whole.”

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye