Sprint aligned itself as the exclusive sponsor of The Guild, an award-winning web sitcom about a group of online gamers and how they interact online and offline. To maximize exposure, the campaign ran during the launch of the Xbox LIVE Independent Video channel. The show was also available across two other Microsoft platforms – MSN video and Zune Marketplace, so users could view Sprint sponsored episodes on their TV, PC or Mobile device.Users were able to download episodes for free and as the exclusive sponsor, Sprint is woven throughout the Xbox LIVE experience, including: -- On-screen ads and banners designed to seamlessly match the site.

-- Animated billboards before each episode of The Guild.-- Entertaining and interactive features that profile the Samsung Instinct Smart-Phone.-- And streaming commercials that comically pit the Instinct against its arch-rival, the iPhone.Download Guild avatars and wallpapers and register to win free Xbox Live Points, to buy games or merchandise.In addition, The Guild and its Sprint sponsorship are cross-promoted in features and menus throughout the entire Xbox LIVE experience.

Delivering lift in Sprint brand favourability and purchase intent, the Sprint campaign has become the most successful content program in Xbox LIVE history. Research revealed: – Brand ratings increased up to 124%.– Target users are 70% more likely buy a Sprint phone.– And target users are 96% more likely to tell friends to investigate Sprint as a provider.The campaign exceeded Sprint’s expectations with:-- 2.1 million downloads of The Guild episodes on Xbox LIVE.-- 81 thousand downloads of exclusive Sprint sponsored content.– Strong ad click through rates averaging over 2%.– Over 5.1 million views of Sprint-sponsored content, across all Microsoft platforms.