New Visions Puts NOW Music on Mobile

EMI Music together with New Visions has developed Now Music on mobile : text NOW to 84477 or put www.nowmusic.mobi into your phone’s browser.

The new site incorporates the same NOW Music branding and despite being content rich with images its quick to download. Once in the site customers can enter a competition to win a year’s supply of NOW Music by answering a question and leaving their details via wap form. In addition the site is full of downloadable NOW mobile realtones and a NOW java music quiz game.

The design of this site and the breadth of content is one of the best examples around of a good mobile music service outside the network portals. As well as the usual ringtones and artist official realtones, customers can also order the full track downloads which they then redeem on their PC. New Visions has integrated with online download providers 7 Digital for this additional functionality, customers ordering the full track will dynamically be sent a text message to their mobile phone which includes the URL for them to retrieve their full track (www.nowmusic.com) together with a unique pincode to unlock the content.

Hester Goodman, EMI says “For a brand such as NOW Music, the natural progression is to take it onto mobile and offer a full music solution. We’re putting as much functionality onto the site as we can at this stage.”

NOW Music Mobile launch will also make use of the newly integrated mobile eCRM platform NEON. New Visions has fully integrated NEON into its wap platform which allows EMI to send text messages out to all existing customers who have previously purchased content or joined the NOW mobile database. Customers can click on an embedded URL link in the message taking them directly into the NOW Music mobile service.

Julia McNally of New Visions says, “This totally unique solution records the whole campaign, from sending the message, to how many people clicked on the link, to what pages customers view - right through to how many people purchased content as a direct result of the initial SMS send. Having this type of reporting in place will prove to be extremely valuable for future campaigns.”

The latest NOW 66 physical CD will hit the shops next week and promotion for the NOW Mobile site will be promoted on the CD packaging and also via an on portal advertising campaign.

Notes: NOW That’s What I Call Music is a joint collaboration with EMI Music and Universal Music. New Visions is a pureplay mobile agency working with clients such as EMI, Harper Collins, ActiVision, VNU, Warner Bros, Sony Pictures, Strongbow etc. We provide creatve, retail, media and marketing solutions to brands and service providers who want to reach out to consumers via their mobiles. New Visions created the The Lily Allen mobile loyalty site recently featured in the Music Week Awards.

© New-Visions Ltd 2007.
3rd Floor 11 Poland St, London W1F 8QA