Specially invited participants sent text messages, viewed mobile and WAP pages, posted user-generated content and voted in polls.

A small test group of 450 invited executives uploaded user-generated content, posted on a blog by former football player Steve Largent and voted for the most valuable player. More than 10,000 text messages were sent during the four days leading up to the game and on the actual game day. More than 10,000 web page and 6,000 WAP page views were reported.

In the days leading up to the game user-generated content was the most popular service. On game day interactive services took off as participants voted for the most valuable player of the game.

Mobile portals for major sporting events, concerts and festivals are a proven way to reach customers. Geoff Hollingworth, who works within end-to-end innovation at Ericsson, says the media business is jumping on the bandwagon.

"The existing media business says they never want you to leave their offerings, shows, TV programs and communities, so we are seeing a tremendous growth and change inside what we've always seen as traditional business," Hollingworth says. "These industries are coming together and it's powering media anywhere, the same way Ericsson is powering voice anywhere.

"One of the big challenges is to take the different interactions that people can have inside a community and put them together in one consolidated storefront and retail space."

The mobile is another screen to keep the community going, for sport fans to give their opinions and for festival participants to share tips.

Viacom announced that Intel and Pepsi recently signed as sponsors of the delivery of programming to mobile phones. The two companies will sponsor mobile video delivery of content from MTV and Comedy Central to mobile devices.