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Behind every great athlete is a dysfunctional family and an Eastern European coach. Then again, maybe that's just Cindy Yu, the undisputed World Text Messaging Champion starring in an integrated campaign for Kyocera's Strobe/Switch_Back phone. Created by iChameleon Group and San Diego-based agency VitroRobertson, the fictional champ of the equally fictional underground texting circuit is the subject of several documentary-style videos that can be found at her very own website. Visitors to the site can also send a customizable Smack-O-Gram delivered in the voice of Cindy's Russian coach, or chat with Cindy herself (actually an artificial intelligence program that generates context-specific answers) through AOL Instant Messenger.