Ring-a-ding of the Crazy Frog!
By Grigoriy Anoshenko
The ‘Crazy Frog Ringtone’
phenomenon has caught a fancy among an audience wider than anyone could have
ever imagined. The ‘Jollyphonic Dingtone’ with its amphibian protagonist ruled
the ringtone market for a long time...Popular still the crazy frog fan club has
only been making additions throughout its journey from Germany to the rest of
Europe, Japan, New Zealand and Australia.
The Crazy Frog ringtone was broadcasted for the first time on Belgian Television
in mid 2004 and later the adverts moved all over the world. Based on the
‘Annoying Thing’ a computer animation created by Erik Wernquist, the motorbike
riding crazy frog is also known for its outrageously irritating T.V. commercial.
Ironically it generated an unusual liking among youngsters around the world. The
ring tone held on to the top position of the U.K. singles charts for almost 3
weeks. The famous single Crazy frog using ‘Axel F’, (the theme Beverly Hills
Cop) released by Jamster, the mobile content company that owns rights to it
moved into the top slot in Britain and outsold Coldplay’s Speed of Sound. For
the first time ever, a ring tone entered into a scuffle with full length tracks
Research found that chocolate sales were declining in the U.K. for the first
time in 50 years as teenagers spent their pocket on mobile phones and mobile
ringtones. According to University of Birmingham sociologist Peter Webb, who has
studied leisure consumption practices among teenagers, the success of the single
reflects the growing trend for young people to spend more money on mobile phones
and computers than music.
Research and Surveys also suggest that the famous ringtone owes its success to
its unique selling point i.e. ‘Talk ability’. Most people adore the Crazy Frog
but there are a few who detest the annoying creature.
Either you like the Crazy Frog or no, you cannot escape the fact that it is
probably a first huge mobile ringtone phenomenon globally. It can be easily
compared to a success of a blockbuster film. It also set a new trend and made
mobile carriers and content developers to mull over development of content only
for the mobile platform, and offer users an exclusive content offering.
Several content owners, brands and even television networks are flirting with
the concept of developing properties specifically for the mobile platform.
Already films have been first released on mobile before their theatrical
release, artists have debuted their new albums in form of ringtones on mobile
and even a television station has debuted on the mobile first.
Somewhere all these have been enthused by the phenomenal success if Crazy frog
worldwide. It’s a number one case study on how mobile content can promote your
property and even generate revenues.
Crazy frog is a testimony of the growing popularity of mobile content and quick
adaptation to the medium by teenagers and young audience. But the mobile content
and entertainment industry is keenly watching for the next big thing that would
surpass Crazy Frog’s popularity.