Myxer Campaign Drives 1.1m Mobile Content Downloads

Mobile entertainment site Myxer has teamed up with urban entertainment artist Quincy Jones III (QD3), for a mobile entertainment campaign that used free mobile content downloads to drive sales of DVDs.
On behalf of QD3, Myxer offered free mobile content from its site to support the  DVD launch of The Carter with Lil Wayne. Over the course of the four-week campaign, consumers downloaded more than 1 million pieces of mobile content from the documentary, including ringtones, wallpapers, and videos, which led to a 20% increase in DVD sales, helped to drive the DVD to a No.5 position on iTunes.
While we were expecting several hundred thousand downloads of the free mobile content in the one month period, we were blown away by the fact that there were 1.1 million downloads in such a short time period, says QD3. It was great to have so many fans of The Carter broadcasting and acting as our DVD ambassadors, as their phones rang. Were thrilled to have worked with Myxer to create such a huge impact on our sales.
Myxer CEO Myk Willis says the campaign shows that the branding power of mobile personalization content is superior to many other forms of digital advertising. He says:  The quality and frequency of user engagement with a mobile download, such as a ringtone or wallpaper that users seek out and carry with them for weeks, is clearly differentiated from that offered by traditional digital ads. The sustained brand awareness and viral potential of personal mobile content simply cant be matched by short-lived banner impressions or clicks in isolation.
You can see the free content available for download here.

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