Nationwide: Our Jingle Can Ring Your Cell
NU Online News Service, May 10, 9:05 a.m. EDT?Columbus, Ohio-based property-casualty insurer Nationwide is offering the music of its corporate theme song as a downloadable ring-tone for cell phone users.[@@]
The company said that cell phone users can go to the company's Web site, www.nationwide.com, to hear and download the company's jingle, the 40-year-old "Nationwide Is On Your Side" melody.
Downloadable ring-tones have been gaining popularity in recent years, especially among younger cell phone users who set their phones to the latest hit songs. But Nationwide said it is one of the first businesses, alongside The Coca-Cola Company, to offer a downloadable corporate tune. Some trend watchers have dubbed this new branding strategy "jingle casting."
"We want to reach consumers in every possible way?whether through television, billboards, online or cell phones, we want people to experience the Nationwide brand," a Nationwide spokesman said.
The company said it expects many of its business partners, as well as agents, employees and customers, to download the jingle. The jingle has recently become available on the Web and has been downloaded hundreds of times so far, the company said.
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