NEW YORK – CBS has joined forces with Capitol Records for a new wireless campaign which links network TV, music and viewers’ cell phones
As part of a cross promotion agreement between CBS and Capitol Records, a ring tone from Grammy-Award winning band Coldplay’s single "Talk" (the second single from the double platinum album X&Y), was embedded into the content of the CSI: NY episode broadcast Wednesday, November 30.
In the episode, CSI: NY’s Danny Messer (series star Carmine Giovinazzo) is investigating a case when his cell phone rings to the tune of "Talk."
Following the scene, CBS ran promotional messages during the commercial break alerting viewers as to how they can purchase and download a ring tone from "Talk" in Realtone format onto their own cell phones. (Thanks to the Canadian policy of simulcasting, that part wasn’t seen in Canada.)
The Realtone version will be available exclusively until December 7th through most major wireless carriers by sending the text message "Talk" to a specific number provided by CBS. After the one week launch window, the ring tone will be widely available, including on CBS.com.
In addition to the ring tone, the song "Talk" was also used as background music in a scene later in the broadcast.
