ARCHIVES: This is legacy content from before Marketing Dive acquired Mobile Marketer in early 2017. Some information, such as publication dates, may not have migrated over. Check out the new Marketing Dive site for the latest marketing news.

Moderati launches Xmas Romplr app for holidays

Moderati, developers of the Romplr Remix platform, are letting iPhone and iPod touch users put their own spin on the holiday with the release of Xmas Romplr: Remix.

Available for $0.99 in the App Store, Xmas Romplr allows users to remix modern versions of classic holiday tracks including ?Dance of the Sugar Plum Fairy,? ?Green Sleeves,? ?Jingle Bellz? and ?Ukrainian Bell Carol,? with full control of eight loops, samples and sound effects. Once the song has been remixed, users can save or upload their Christmas creations online, to Facebook or send them in the form of ecards to friends and family.

?The ambition has been to move Romplr into different product categories and in 2010 expand the platform to other countries and other devices,? said Jon Vlassopulos, CEO of Moderati, San Francisco, CA. ?We thought Christmas was a great theme to experiment with, and the app is also a snow globe as well?if you shake it, the snow comes down.

?It?s part game, with mixing of Christmas songs you know and love, and you can send messages to friends via the ecard function, as well as other built-in functionality for holiday fun,? he said.

Bellrock Media's Moderati is a digital content agency that helps media companies and brands connect with their consumers through the creation of entertainment experiences.

Mobile app for the holidays
Moderati is trying to bring some yuletide cheer to those less fortunate this month by encouraging users to participate in some holiday philanthropy, donating part of the proceeds from sales of the application to charity.

?We?re always trying to do good as much as we can, so in the holiday spirit, we made sure that part of the proceeds are being sent as a contribution to charities,? he said.

Mr. Vlassopulos said that he chose to release Xmas Romplr for the holidays because historically there has been a surge in application usage as many new iPhone and iPod Touches are given as holiday presents.

Givers and receivers have proved that they want their media to be interactive, according to Moderati, and the rise of social media, mobile gaming and interactive television have paved the way.

Xmas Romplr aims to make music an interactive experience for consumers. With Romplr, users can now engage with music by creating their own versions of tracks and being part of the creative process.

Xmas Romplr is the latest in a series of Romplr music applications to be produced by Moderati.

Over the past six months, Moderati has launched versions of Romplr for 50 Cent and Coca-Cola's vitaminwater (see story), Soulja Boy Tell ?Em, Jeremih, the Alchemist and LMFAO.

In addition, Moderati has launched Romplr Dance, which contains three original dance tracks that can be remixed by fans.

?This is a paid app, but we wanted to do it as an example for a brand as well,? Mr. Vlassopulos said. ?It is already in the top 25 in the App Store?can you image if this was brought to you by Gap with a brand message built in?

?That would be powerful as well,? he said. ?It is paid, but hopefully brands will say, ?Ooh what if my brands were integrated??

?We?re hoping this develops into a replacement for ringtones and 2010 and beyond.?