Martina at Adverblog has a neat story on a mobile content/application being offered by Vodafone and Player X called Space Boy.
If you're considering to extend your brand on mobile phones, and teenagers are your target, think about "Space Boy". "Space Boy" is an interactive mobile mate, introduced by Vodafone and Player X, that responds to practically everything a user does with his phone.
Space Boy is your own personal 'cell mate', who lives and breathes in your mobile, feeding off texts and phone calls.
Space Boy is the first character in the innovative new 'Mobies' series of interactive mobile phone friends, which are a cross between a mobile game, a tamagotchi and a screensaver
Mobies respond to practically everything a user does with his or her phone. From dancing excitedly when the phone rings, or receiving a letter when an SMS or MMS arrives, through to fixing an aerial when the network signal is weak or becoming tired when the battery is low, a Mobie is the user's mobile phone.
Whenever the user receives a phone call, an SMS or an MMS message, their Mobie's health and happiness will increase. The more messages and calls received, the more a Mobie can do.
New activities will be unlocked and new props and toys will become available. If a user is not receiving calls or messages, they can still ensure their Mobie stays fit and happy, by competing in mini games on the handset, to help their Mobie find more energy and remain healthy.