Verizon wanted to promote their robust ringtone, ringback tone, and full-track music offerings. Tribal designed and developed an MMS Music Newsletter program where MMS Videos were sent to select groups of customers showcasing popular artists and games available through the carrier's mobile content store. At the end of each video, viewers were prompted with a call-to-action to reply to the MMS for opting in to the newsletter program, and to buy content straight from their mobile phones. Some of the newsletters also offered a chance for customers to win tickets to events like the MTV Video Music Awards.

Tribal Brands worked closely with the mobile carrier to specify different list-pull criteria for each campaign, design and produce the creative, and facilitate the MMS blasts. To ensure high positive response rates, Tribal worked with the client to target customers who displayed past behavior indicating the campaigns would be relevant to them. The campaigns were designed so that once consumers engaged by replying to the MMS, Tribal would be able to capture that behavior in our BRM database and delineate specific data on each customer's tastes and preferences. Customers were also rewarded for this exchange of information with chances to gain access to exclusive events.

As part of Verizon's mobile marketing strategy, Tribal Brands launched an MMS campaign inviting V CAST customers to subscribe to a music newsletter and enter for a chance to win mobile tickets to attend the official MTV Video Music Awards Kick Off party. Customers were also able to request music content to purchase.

Opt-In Rate: 12.2%
Opt-Out Rate: 01.2%
Conversion Rate: 53.3%

	Opt-in Rate (%)	Opt-Out Rate (%)	Conversion Rate		Overall Program Results
	13.60%	2.60%	70.80%		Opt-in rate between 2-10%, mostly averaging 4-5%
	15.60%	0.55%	16.10%		Opt-out rate below 2%, mostly averaging below 0.5%
	10.90%	0.70%	153.60%		Content conversion rate between 20-90%, mostly averaging 30-60%