We were challenged to find an interactive media partnership that would enable Cingular to execute a cross-platform advertising program that would not only reach the elusive young adult target but also speak to them in a meaningful manner.

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

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 Cingular logo, which represented the messaging device, is present on-screen during every moment of game-play. Because average users play the game at least 10 hours weekly, this time spent per medium is incomparably better than others. Additionally, with “pimped rides” a hot young adult trend, we have created a valuable brand association. Also appealing to young adults were rapper Snoop Dogg’s release of a new song in-game and the game’s spokeswoman, model Brooke Burke.

Our strategy was to integrate Cingular into a videogame to such a point that it was essential for players interact with the brand to participate in the game. Advertising within videogames previously only included billboards and logo placements, but according to research, players either ignored them or found the ads bothersome to game play.

Young adults are spending significantly less time with “traditional” media. Their videogame usage has increased 5 percent, with the majority of adults 18-34 gaming regularly, as well as their text-messaging, of which they are the heaviest users.