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Super Bowl goes Wireless with Sprint
Posted: 26-Jan-2003 [Source: Proteus]

[For some, the SuperBowl TV ads can be as much fun as the game itself. Sprint users can cast votes for their favorites wirelessly during the game.]

Albuquerque, NM -- Sprint joins forces with McKee Wallwork Henderson Advertising to announce the ADBOWL, the real-time, interactive advertising ranking system for consumers. Powered by Proteus, Openwave Systems, and FatCow, the ADBOWL will debut during the championship football game on January 26. Using a PCS Phone or by going to viewers can judge the commercials by casting votes for their favorite ads. The winners and losers will be announced at the end of the game.

"Ads during this event have become a pop-culture phenomena, and many viewers watch the game as much for the ads as for the football," said Steve McKee, president of McKee Wallwork Henderson Advertising. The ADBOWL is an accurate analysis of commercials during the big game because the winners and losers are chosen by the viewers, fans and advertising professionals alike.

"Now, Sprint wireless customers can be tailgating, traveling or catching the football game with friends and still be able to vote for their favorite ads," said Chip Novick, vice president of consumer marketing for the PCS division of Sprint.

"With the launch of PCS Vision from Sprint, we have added the most advanced, yet affordable, full-color screen phones and applications, with which customers can rank the new ads. It is another example of how Sprint customers are doing more than just making calls with their PCS Phones."

Registered users will be notified of the ads via a text message on their PCS Phones through an application developed by Proteus. "Using Openwave's push technology we were able to achieve the most streamlined user experience possible," said Craig Dalton, director of business development for Proteus. This technology provides a real-time interactive experience synchronized with the TV which allows viewers to rate the ads on a scale between one and five, with 5 being a "Touchdown", 4 "Field Goal", 3 "First Down", 2 "Punt" and 1 being a "Fumble" from their keypad. Fans can also answer football and advertising trivia throughout the game. "Interactive television applications and mobile entertainment impact consumers' usage of wireless data services," said Rich Wong, senior vice president of marketing for Openwave Systems.

"It is our goal to bring fans closer to the broadcast through wireless devices. We are able to send the viewers messages when it's time for them to vote on the commercials," Dalton added. Sprint wireless customers have become accustomed to voting on televised action during the NFL's regular season and the MLB World Series where they cast votes on key moments during the game.

Along with the wireless voting, the website will be live one hour before kickoff. In anticipation of high voter traffic volume, the website infrastructure has been enhanced to accommodate increased traffic during the game. "FatCow's hosting infrastructure is ready for the increase in traffic to," said Peter Zeismann, director of marketing for FatCow.


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