SoBe Beverages Extends Brand With Music & Mobile Content

According to Digital Music News "SoBe Beverage Company recently unveiled a new mobile play, extending its brand through ringtones and action sports content. Following its lizard theme, the new SoBe mobile phone offering delivers original "LizTones," part of an effort to further distinguish the fitness-focused drink. The new tones include special mixes from various SoBe DJs, offered exclusively on the sobebev.com website. aThe ringtone content is flanked by wallpapers and videos of action sports highlights and stunts. Behind the scenes, mobile content provider Versaly Entertainment teamed with wireless branding firm 5280 Mobile to deliver the solution. Online, SoBe has also partnered with BuyMusic, offering select singles at a discounted 79 cent price point."