• by September 21, 2009

Janice Barbosa, GM, Media Planning & Operations, Sprint Nextel Corp.: Biggest thing we found was passion for gaming experience, even Moms on their smart devices ... Gaming was starting to resonate across multiple segments. Modern gaming is the new prime time. Social gaming has grown tremendously with a real rise in women getting involved. Casual gaming has brought women and kids in, bringing family together.

Edward McLoughlin, Managing Director, MindShare, which put Sprint into games: We found gamers appreciated Sprint messages in the environment because it made it seem "more real."

Online sitcom "The Guild," on Zoom Marketing place and MSN Video, campaign included new episodes, archiveds episodes, show theme games, etc. Sprint is woven through the experience, animated billboards and streaming commercials. On Xbox Live, millions of impressions were generated.

Sprint is at the intersection of TV programming, gaming and social media on Xbox Live with the Sprint Theater.