Sony BMG Music created an in-store promo to support the release of Pink’s I’m Not Dead CD – and in the process enabled its retail strategy to come alive.

The marketing folks at the Toronto-based record label recognized not only that ringtones are hot with Pink’s teen demo, but that a free custom ringer offer would really zing at retail. So Blaine Schwingenschlegel, manager of national accounts at Sony BMG, asked Pink to record a couple of messages to the effect of: ‘Hey, this is Pink, pick up your phone.’ Which she did.

Then, he approached Burnaby, B.C.-based Best Buy with the exclusive opportunity to give away a free celeb ringer with the purchase of the CD. At the same time, he asked MuchMusic to create a microsite, unique pincodes and banner ads to fulfil the initiative. In return, Much received exposure on in-pack cards,

in-store signage and in flyers.

The program enabled Sony BMG to move a bulk of CDs outside of the music aisle into the mobile section. Not only that, the retailer also ran its own campaign offering a free I’m Not Dead CD to consumers who purchased the new pink Motorola V3C Razr phone.

The custom ringer freebie initiative, which began April 4, lasted less than three weeks, which was how long it took for the initial shipment of CDs, numbering in the thousands, to sell out. Schwingenschlegel hopes to create a similar, large-scale promo in the future, featuring custom ringers recorded by more artists. And he’s looking for ideas and partners for future campaigns. ‘We’re totally flexible and we can customize promos to hit almost any demo.’ LD