Sprint Second Life Music Series Launches in Virtual Sprint Center

April 17, 2007
VIA HISPANIC PR WIRE

Sprint Nextel continues its innovative marketing efforts towards the Hispanic community by opening the virtual doors of the first-ever Sprint Center in the 3D, online digital world of Second Life. Exclusively for Latin music fans, the virtual Sprint Center will stream pre-recorded one-of-a-kind performances from the Sprint-sponsored reality TV series, Concierto Clandestino, broadcast on the Spanish-language programming network, Telemundo. The concert series will include performances from an internationally renowned line-up of Latin artists including Paulina Rubio, Obie Bermudez, Tego Calderon, Fonseca and Belinda.*

The name of Sprint Center within Second Life is not a coincidence. The virtual arena is a near replica of the real-life arena opening in Kansas City later in 2007, and includes many of the same characteristics. As avatars (virtual humans) enter the main hall, concerts are viewed from the big-screen televisions located on the main stage. Other features of the virtual arena include a lounge area where avatars can congregate, and a gift shop for picking up free Sprint premiums for avatars.

“The interactive nature of Second Life is very appealing to us because it offers Sprint a unique avenue to engage the tech-savvy Hispanic community,” said Isaac Mizrahi, director of multicultural marketing for Sprint. "Through our extensive Latin music sponsorships, Sprint is in a position to offer fans exclusive access to Spanish-language content on Sprint phones using our mobile broadband network, and now Latin music fans can enjoy Sprint-sponsored events from the Second Life Sprint Center arena too.”

While visiting Sprint Center in Second Life, avatars have the opportunity to learn more about Sprint products through information kiosks that link them to Sprint.com. Billboards within the arena will promote current Sprint music and entertainment offerings, and virtual LCD screens will show images from the construction of the real-life Sprint Center in Kansas City. Sprint also plans to offer unique meet-and-greets within Second Life with Latin music artists.

To navigate the virtual Sprint Center, first download the Second Life software found at http://www.secondlife.com. Once installed, register and type “Sprint Center” in the search bar. Click “Teleport” to enjoy your favorite Latin artists.

Sprint is in tune with the continuously growing Hispanic marketplace in the United States. Adweek’s Marketing y Medios(TM) recently honored Sprint as the “Marketer of the Year in 2006” for its unique and innovative outreach to the Hispanic audience. Sprint was the first carrier to introduce a live Spanish TV service for wireless phones in 2006 with the launch of Sprint TV En Vivo, and is now actively demonstrating its commitment to the Hispanic community through two high-profile Latin music sponsorships that deliver Latin music fans with unique, Spanish-language wireless content, delivered via the high-speed Sprint Power Vision(SM) Network.

-- Sprint is a title sponsor of the 2007 U.S. Tour of MANÁ, one of the hottest Mexican rock bands of all times. Exclusive content was made available via the Sprint Power Vision(SM) Network, including streaming video of concerts, a behind-the-scenes look at the making of the TV ad with Sprint, and an exclusive Mana interview.

-- Sprint is also a sponsor of a new venture with Bad Boy Latino, a music label created by Emilio Estefan and Sean "Diddy" Combs that showcases emerging Latino artists and is distributed by Warner Music Group. Sprint introduced ChristianDaniel, the first Bad Boy Latino artist, by making his single release, titled Dónde Quedarán, video and the self-titled album available on the Sprint Power Vision(SM) Network two weeks before wider commercial distribution in July 2006 - a first in the U.S. mobile space.