Europe : 3, the UK's first video mobile network, announced that it is sponsoring MSN Messenger in the UK and is the first mobile operator to use the MSN Messenger Theme Pack product as a brand out-reach device.

3's brand personality comes alive in the form of Critters, 3's cartoon characters created by Meme Digital, in a variety of ways - as wallpapers, emoticons and brand new animated "Winks". The partnership, planned and negotiated by MindShare and mOne, coincides with the new release of MSN Messenger version 7, which allows users to communicate using animations as well as text and pictures. The new animated option fits well with the playful style of 3's Critters and enters the 3 brand into the communication culture of millions of MSN fanatics, a great place to connect with young, tech-savvy people.

The Critters' anarchic and irreverent behaviour spices up the range of emoticons and wallpapers currently on offer to Messenger users. Over 8.5 million people a month use MSN Messenger in the UK and with the mobile phone, it is key in connecting the 18-34 age group.

Gareth Jones, COO 3: "3 is a young, fun and different brand. This is a ground-breaking way to reach out to millions of people with the 3 brand in a fun and personal style. Our brand is playful and a little bit cheeky - now millions of people online can have fun with 3 too."

Amanda Anthony, Digital Marketing Manager at MSN UK said, "This is a true extension of our ongoing partnership with 3 and we are delighted to be working again with such a dynamic brand. The innovative MSN Messenger theme packs highlight that both 3 and MSN are deeply committed to developing and driving creative solutions on the internet."

3's agreement with MSN Messenger forms part of an integrated marketing campaign featuring banner advertising and online collateral. Since March, a range of animated critters have been available for download from 3's website, www.three.co.uk/planet3. Thousands of Critters have already been downloaded, Panda, Monkey and turtle are the most popular to date.