Hershey sweetens promos with Karaoke Tones

In an interesting twist on mobile entertainment, chocolate-maker Hershey 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 wins a free download, and follows a simple web recording process using lyrics, voice prompts and music to record their Karaoke Tone. That saved recording can be delivered to the content creator's mobile phone, friends' handsets or to blogs. The ringtone can also be entered in a contest open to 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 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 said that the firm has three business strategies for its Karaoke Tone platform: on deck, off deck and through third-party branding, such as the Hershey deal. - Sue