To launch its new Ringback tones service, which plays music rather than a traditional ringing sound when callers call a cellphone, Swedish telecoms brand Comviq teamed up with native pop star Veronica Maggio and Universal Music.

Maggio released her new single as a track that could be heard only when callers rang one cellphone number - belonging to a Swedish student and music fan, Firat Delen. Fans could listen to the track by calling Delen over two weeks and also follow his experience on Facebook. The single went gold, with radio stations also calling to listen to it, and 56% of callers signed up for the Ringback tones service.