During the “All-Stars” finale, the host informed viewers of a twist - they could use their cellphone and Cingular’s technology to vote for the contestant they would most like to see win $1 million during a special show, “Survivor All-Stars: America’s Tribal Council.” The idea reached out directly to viewers to actively involve all “Survivor” fans. By aligning Cingular with such a strong brand, the participation in the voting could reach an unprecedented level of ARPU.

The event is the largest cross-carrier text messaging campaign in the U.S. to date. Almost 2.7 million messages were generated, including 1.2 million Cingular messages. Including participation at CBS.com, 38 million total votes were cast. The new episode was also the No1 show of the night.