We partnered with Electronic Arts in the auto-racing game "Need for Speed Underground 2." Cingular text-messages are sent to players throughout the game to inform them of their next "mission." It was essential players read our messages to advance in the game.

Enhancing this were branded storefronts/billboards and cars for players. As young adults are also turning to the Internet, there was also a large-scale digital campaign that promoted various Cingular initiatives, including "Need for Speed."

The game is one of the best-selling "E" (Everyone) video games of all time. 31% of players said the game made them feel "more positive toward Cingular," which is double the average of other video game placements. The added-value online media campaign delivered over 23 million impressions.