The PRBT or the Profile Ring Back Tone is a conceptual innovation done for YouTube on RockeTalk, a social version of the CRBT or the Caller Ring Back Tone. Unlike the CRBT or the Caller Back Ringtone, which plays every time a user is called and can be heard by the person calling, the PRBT (Profile Ring Back Tone) sits on the user’s social profile page and plays every time a visitor or friend visits it.

The user journey was kept simple without taking away its social dimension. Users within RockeTalk were invited to take a pledge supporting the Indian Olympics team and urged to set the YouTube Olympics Anthem as their Profile Tone to show their support of the Olympics spirit.

Users set the YouTube Special Song as their PRBT and every time a friend or a follower landed on the profile, they could hear the profile tone.

Within the short period of Olympic weeks, 134,430 users set the YouTube Olympics song as their Audio profile.

But more significantly, this produced 2,813,581 'listens'.

These millions of users were not listening to the song because a friend or contact had set it as a profile tone.

What it really managed to do is to put the brand in the middle of a user conversation, effectively by the user himself.