Hershey Uses Karaoke Tones For Promos

Hershey Uses Karaoke Tones For Promos In an interesting twist on mobile entertainment, chocolate-maker Hersey is using Interop Technologies patent-pending Karaoke Tones platform to create and deliver user-generated content. The promotion works like this—one in three buyers of Hershey products win a free download. They just follow a simple Web recording process using lyrics, voice prompts and music on a Web site to record their Karaoke tone. That saved recording can be delivered to the content creator’s mobile phone, handsets used by friends or to blogs. It can also be entered in a contest among all participants in the Hershey promotion. According to Damian Sazama, vice president of marketing and product development at Interop, Hershey selected the solution because it is intent upon attracting the 18 to 24 year-old demographic. The Karaoke Tone can be sent to other wireless subscribers using Interop’s messaging platform, or the platforms of one of Interop’s partners, including Motricity and MCube. Sazama says that the firm has three business strategies for its Karaoke Tone platform – on deck, which is where the carrier purchases the Karaoke Tone platform and markets the service to its customers. Off deck, where wireless users purchase a Karaoke Tone through the off deck Web site and through third-party branding, such as the Hershey deal. -Sue

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