BBDO, Cingular Take the Field With Titans

ATLANTA Cingular Wireless has launched a new advertising campaign built around its recent three-year marketing agreement to be the official wireless provider for the National Football League’s Tennessee Titans, the company said.

The campaign includes six billboards, two radio spots and print ads in the Nashville and central Tennessee area. Spending was not disclosed. Cingular spent about $400 million on advertising last year, according to Nielsen Monitor-Plus.

Omnicom Group’s BBDO in Atlanta, the company’s advertising agency since 2000, developed the creative.

Outdoor and radio ads use Titans head coach Jeff Fisher and his switch from competitor Verizon to Cingular. One of the billboards employs the Fisher quote, “Best trade I ever made.” In the radio spots, Fisher urges fans to “do what I did” and switch to Cingular. Print ads promote a contest Cingular is sponsoring that gives customers a chance to win a “Wow Weekend” for each home game, which includes tickets to the game, VIP passes onto the field, lodging at an area hotel and a limousine ride to the stadium.

Other advertising included in the deal are 10-foot balloons of the Cingular logo on each side of the tunnel where the players enter the field, a contest on the stadium’s Jumbotron video display, a tent outside the stadium that offers interactive games, a kiosk inside the stadium that sells Cingular service and a link on the Titans Web page to exclusive wireless content provided by the company.

The campaign began running last week. Billboards will continue through January. Radio and print ads will conclude when the team’s regular season games end.

Cingular has similar marketing agreements with the NFL’s Indianapolis Colts and New England Patriots.