DIGITAL MUSIC NEWS
Dodge Embraces Ringtone Branding Play

January 11, 2005

While the right jingle has always been a powerful branding tool, the right ringtone can also do wonders. Most recently, automaker Dodge is getting into the act, partnering with mobile content provider Modtones on a new mobile offering. The partnership will position Dodge in various mobile carrier relationships, with Modtones-owner Faith West leveraging the partnerships. Ringtone content will also be available for sale at dodge.modtones.com. Dodge will seek to extend its "Grab Life by the Horns" campaign to mobile devices, with the popular "Hit It" tone now available as a polyphonic or master ringtone.