Music producer Quincy Jones III launched a campaign on Myxer that used ad-supported mobile entertainment to drive sales of Lil Wayne DVDs.

Myxer offered free mobile content from its site to support the new DVD launch of ?The Carter with Lil Wayne.? Over the course of the four-week campaign, audiences responded very favorably, downloading more than 1 million pieces of mobile content from the documentary (ringtones, wallpapers and videos), which led to a 20 percent increase in DVD sales, driving the DVD to a No. 5 position on iTunes.

Mobile Marketer's Dan Butcher interviewed Steve Spiro, vice president of marketing at Myxer, Deerfield Beach, FL, regarding the campaign. Here is what he said:
 
What is the strategy behind the partnership between QD3 and Myxer?
Quincy Jones III was looking for an new way to build significant buzz around the launch of his new documentary "The Carter with Lil Wayne" and augment online and traditonal marketing efforts by focusing on a massive mobile audience to help drive sales.
 
Through Myxer's mobile marketing platform, QD3 was able to achieve this, while giving consumers free access to downloadable ringtones, wallpapers and videos created in support of the DVD. 

Additionally, QD3 -which runs a leading urban entertainment company ? has a wealth of other mobile content that will also be made available on Myxer given such a successful marketing campaign with The Carter. 

From Myxer?s perspective, we were looking to establish a case study around the power of free content to help sell product, and the results were even better than expected.

We?re excited to introduce agencies and brands to this powerful new approach of having hundreds of thousands of brand ambassadors via their most personal device ? their mobile phone ? ?ring out? the brand/product name.
 
What challenges does Myxer address for Quincy Jones III (QD3)?
Myxer's platform gives QD3 and its artists immediate access to more than 32 million passionate music fans who come to Myxer for their mobile entertainment personalization needs.

Unlike other sites where users need to register or pay a monthly subscription, Myxer offers the content free to anyone with no need to register, which ensures the widest possible audience reach. 

Myxer also allows QD3 or any other content provider to charge for their content and receive a very high revenue share as well.
 
How was The Carter with Lil Wayne featured on Myxer? What was the call-to-action?
Myxer created a branded Web and mobile Web microsite for fans to interact with content from the DVD and featured the microsite on our home page a number of times.

You can visit the Web page here: http://www.myxer.com/theme/LilWayneTheCarter/m.

How did content sales drive sales of the DVD? What was the payment mechanism?
The ringtones and wallpapers were offered for free, with links out to iTunes to buy the DVD.  

Many people linked out as they were exploring the content to buy the DVD. 

Plus, with over 1 million people who downloaded the ringtone being subtly reminded 5-7 times a day as their phone rang, plus with their friends hearing the ringtone, a huge number of people bought the DVD after the ringtone was downloaded.
 
Does QD3 or Lil Wayne have a mobile Wewb/WAP site?
Myxer created a separate mobile Web/WAP site for The Carter documentary.