We created Phone Star, the first vocal talent competition done through a cell phone. Hopefuls auditioned through their Centennial cell phone. The finalists’ voices were broadcasted through TV, radio and Internet. In each TV spot finalists were represented by a Centennial cell phone, so the audience got to see the phones Centennial offered, plus experience the quality of the signal when they heard the voices of the finalists loud and clear. Radio served the same purpose. On www.phonestarpr.com people could leave comments, hear auditions and watch an International singer give the finalists his opinion on their auditions. People voted through text message. No one saw the finalists’ faces, they only heard their voices. Phone Star had a weekly segment in the country’s number one TV show where the faces of those who were eliminated were revealed for the first time. The winner got a record deal with Sony BMG.

In only 5 weeks we received over 5,000 valid auditions, over 200,000 hits on the website, over 200,000 votes and extensive media coverage. This is a great achievement considering this was done in a country with a population of 4 million people. The winner made her debut in a sold out concert. Her hit single is playing on radio stations and can be bought in record stores and on iTunes. Now every time people see the winner, on concerts and interviews, or hear her music they’ll think of how she got there thanks to the quality of Centennial’s signal.