Borrowing a Brand Image
Bring a Stake to the Game

Cingular Joins the Network at YouTube

2mn Cingular understand how to participate in the new social networks. Too many companies just want to post a profile and try to attract "friends." Cingular is bringing more benefit to the rest of the network by sponsoring a search for an emerging, unsigned band who will get an appearance on "Good Morning America" along with other forms of support. Over 2,000 video clips were submitted.

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...“The Underground Contest” is the first big sponsorship deal YouTube has struck with a major advertiser, but it won’t be the last. ...Increasingly, brands are warming up to the year-and-half old company. And part of the lovefest is due to the way the company integrates advertising into its consumer-generated content, said Beth Taylor, vice president of media for Boston-based ad agency Digitas, which helped broker the deal...

from BostonHerald.com: YouTube contest may discover the new U2. 2006-Oct-5, by Jesse Noyes

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