Wednesday, March 07, 2007


Hayfever advergame beamed to mobiles by radio

It’s still a little while before we have to worry about hayfever here in London but it seems that in Japan things are already gearing up for pollen season, possibly spurred on by the first cherry blossoms of the year. I’ve already posted about hayfever haiku of the day and today Fumakilla, manufacturers of a hayfever remedy, launched a special hayfever-themed advergame for mobiles.

The main feature of the game is not its weird plot (a kind of space invaders where you control a giant hand and must stick your finger up giant noses), but the way it’s delivered to the consumer. Fumakilla have teamed up with Tokyo Radio to beam the advergame over the digital radio spectrum. When the radio station plays a commercial for Fumakilla’s product, the minigame will automatically launch on the handset of consumers listening in on digital radio with their mobiles.

Sending mobile content over digital radio and TV signals is a great way of adding interactivity to traditional broadcast. Also, receiving the data is free to the consumer as nothing is sent over the operator network.

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Monday, March 05, 2007


Medically proven Mozart music for mobiles

I posted a little while back about Sammy’s soothing and stimulating ringtones for its muPass service. Well, last week they launched a range of therapeuti... for their standard ringtone service, Platinum Tones.

This time they’ve teamed up with Dr Wago, a professor from Saitama Medical University who has released two CDs of Mozart music called “The Mozart Therapy: Dr Wago’s music therapy - Volume 1: Hayfever” and “Volume 2: Stiff shoulders”.

Sammy have carefully selected 10 pieces from the CDs which they are releasing as ringtones. Choices include the third movement of violin sonata no. 24 in C major (the high tones of the violin work wonders on the parasympathetic nerve), first movement of the oboe quartet in F major (the high frequency tones have a soothing effect on the cranial nerves) and the second movement of 35th symphony in D major (the calm arpeggios relieve tension from the body).

For anyone doubting whether a ringtone can really influence your health, I, for one, can vouch for Crazy Frog’s effect on my cranial nerves.


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