The current status of the mobile content world would be a staggering sight to someone from a mere decade or two in the past. Technology and society have made great leaps in the last several years, making that whole centuries- long travel from zero to printing press an awkwardly dragging thing to look back on. For instance, the culmination of decades of miniaturization made mobile phones more compact and allowed them to take on more capabilities. This brought more possibilities to the fore for mobile content, such as sharper and truer ringtones, higher-resolution and streaming video, and so on. We might not have accomplished the creating of the flying car or the flux capacitor, but the mobile phone of today laden with the mobile content of today is probably something Marty McFly and Doc Brown would be proud of.
While somewhat diminished in profitability on their own – once top of the heap as far as sales went, ringtones have become less of the moneymakers they used to be given the greater accessibility of and self-made ringtones – ringtones remain important parts of the mobile content dimension. After all, new acts and the like aren’t going to market themselves for the most part, and as such snazzy advertising campaigns and marketing strategies depend on things like viral approaches and even mobile ubiquity marketing to make their presence felt – and ringtones play a considerable role in getting the message, slogan, or image in every mobile user’s hands.
One institution that has embraced ringtones is the Government Employees Insurance Company, or GEICO. This American auto insurance company has been around for a considerable period of time, and has become memorable for its aggressive marketing and advertising strategies, which focus on presenting their private passenger auto insurance – which is available in all 50 US states. Its prominent ad campaigns are well known by the average viewer, who is also likely to know the Geico mascot [an anthropomorphic day gecko with a Cockney accent]. One of their latest efforts takes ringtones and makes them play a key part in continuing this reputation for advertising.
The ad in question features the Geico gecko and the Geico boss talking about the latest ad campaign – somewhat meta for an ad, but more or less to be expected from Geico – and discussing the new ringtones that the campaign is built on. The boss demonstrates one such ringtone, a fairly straightforward if unexciting narrator speaking about the advantages of taking out a Geico policy. The mascot responds noncommittally, suggesting that the droning tone is “not the worst ringtone I’ve ever heard,” at which the boss’s phone then plays a dated-sounding ringtone that’s a cross between a hoedown and a rap song – a tone that the gecko quickly acknowledges is indeed the worst.
The ad has been about as well-received as Geico’s ads tend to be, and indicate clearly that ringtones are still firmly entrenched in the public consciousness – enough to make them a continually viable way to market both a company and its services. They have become fairly highly-demanded by viewers who found the commercial, and as such Geico have also taken the next step and made the ringtones available on their own website.
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