Cingular Goes For The Halo Effect

Wireless brand woven into 'Charlie's Angels'

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%%STORYIMAGE_RIGHT%% While many advertisers are content to tie-in to major studio tentpoles for the supplemental media weight, Cingular Wireless's objective has been to also increase the level of product integration for its brand in Hollywood.

While pleased with its partnership with Sony Pictures Entertainment last summer with the film "Spiderman," the Atlanta-based wireless provider wanted, with its next studio tie-in, a more visible presence on the screen than the nominal shot of the brand's logo in the Times Square scene in the Tobey Maguire starrer. Thus, building upon its working relationship with Sony, Cingular, along with its ad agency BBDO, has created a partnership with the studio for "Charlie's Angels: Full Throttle," which opens June 27.

"We were successful in integrating photo-messaging capabilities of Cingular into the film where the angels [Cameron Diaz, Lucy Liu and Drew Barrymore] are taking pictures with their phones and sending them back to Bosley," said Chris Penrose, Cingular's executive director-acquisition programs. "We've also created a distinctive Cingular ringtone, which the audience hears when the Angels' phones ring."

%%PULLQUOTE_LEFT%% Other aspects of the deal that were negotiated with the studio include Cingular's placement in the pic's trailers and joint PR initiatives. Sony's ads for "Charlie's Angels" won't make specific mention of Cingular.

While not disclosing a specific budget, Penrose acknowledged that there will be sizable dollars behind the "Charlie's Angels" promotion, including TV, radio, print, Internet and point-of-purchase.

Cingular customers will also have the opportunity to win a 2003 Maserati Spyder featured in the movie through a sweepstakes that highlights text messaging.

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