A watchtone is a video ringtone. On incoming calls, users will see a video with music. All content and software is delivered over the internet and provider Watchtones puts the consumer “back in charge”, allowing users to create their own content. Consumers can make their own watchtones with WatchTones Studio software, allowing them to convert personal home movies or favourite media clips into watchtones.

What could your brand do with Watchtones? How could you inspire consumers to manipulate your branded content to create new expressions of your brand?

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