Nationwide: Our Jingle Can Ring Your Cell

NU Online News Service, May 10, 9:05 a.m.EDT?Columbus, Ohio-based property-casualty insurerNationwide is offering the music of its corporate theme song as adownloadable ring-tone for cell phone users.[@@]

The company said that cell phone users can go to the company'sWeb site, www.nationwide.com, to hear and download the company'sjingle, the 40-year-old "Nationwide Is On Your Side" melody.

Downloadable ring-tones have been gaining popularity in recentyears, especially among younger cell phone users who set theirphones to the latest hit songs. But Nationwide said it is one ofthe first businesses, alongside The Coca-Cola Company, to offer adownloadable corporate tune. Some trend watchers have dubbed thisnew branding strategy "jingle casting."

"We want to reach consumers in every possible way?whetherthrough television, billboards, online or cell phones, we wantpeople to experience the Nationwide brand," a Nationwide spokesmansaid.

The company said it expects many of its business partners, aswell as agents, employees and customers, to download the jingle.The jingle has recently become available on the Web and has beendownloaded hundreds of times so far, the company said.