Microsoft's Xbox 360, Pepsi-Cola, and truth (the American Legacy Foundation's national youth smoking prevention campaign) - What do they all have in common? Nothing...until now. All of these brands have teamed up with Virgin Mobile USA to form a new service dubbed 'SugarMama' for prepay call plan users to turn advertisements into call time minutes.

All you have to do is view the online or SMS-based ads and provide feedback to the advertiser. Initially, only Xbox, Pepsi-Cola and truth are part of the SugaMama scheme, but if all goes well, we could see more brands signing up too. Director of Xbox Marketing Chris Di Cesare said:

"We're always seeking opportunities to learn from our customers how we can deliver the best gaming experiences possible on Xbox 360. Virgin Mobile's SugarMama program provides us with a new way to drive consumer awareness yet gain valuable insight from our customers that helps us continually deliver new breakthroughs in gaming entertainment.""

Virgin Mobile USA currently charges 25 cents per minute under its Minute2Minute plan, so for a customer who watches the maximum number of ads per month (which is initially planned for 75), he/she could earn $18.75 in airtime minutes. If you like viewing adverts, this sounds like a bargain!