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Virgin Mobile USA Launches Ad Campaign with Debut of Pop Culture Social Experiment
Posted: 02-May-2011 [Source: Virgin Mobile USA]

[Virgin Mobile’s newest marketing campaign launches today, inviting customers to “Keep Up With Sparah.”]

Warren, NJ -- Roughly one year after Virgin Mobile USA introduced its data-rich Beyond Talk™ plans, the brand moves to exploit its unconventional lifestyle image by tapping into the country’s insatiable appetite for celebrity gossip. Virgin Mobile’s newest marketing campaign launches today, inviting customers to “Keep Up With Sparah.” Who or what is “Sparah?” Good question, but one you’ll soon learn the answer to, as Virgin Mobile manufactures a celebrity couple out of two unknowns – Spencer Falls and Sarah Carroll.

Over the next six months, Spencer and Sarah, two strangers selected from a casting call of thousands, will appear in a high-profile integrated marketing campaign including national television commercials, print, and a series of digital webisodes chronicling the couple’s rise to fame. Fans can keep up with “Sparah” at www.facebook.com/virginmobilelive.

“Virgin Mobile’s unlimited Web and data plans are really taking off with people using them to follow celebrities and pop culture,” said Sir Richard Branson, Virgin Group Founder. “Virgin Mobile likes to give people what they want. And in this spirit, I know they’ll use all of their resources to create a legitimate celebrity couple to ensure their customers never run out of something to tweet about.”

Sir Richard Branson himself will cameo in the anthem commercial (a first for Virgin Mobile USA) which airs today.

“Sparah” will be equipped with a house in the Hollywood Hills, a stylist and a publicist, all furnished by Virgin Mobile, to ensure they reflect all the trappings of a real celebrity couple. As their fame grows, the couple will be asked to participate in activities typical of A-list product endorsers, including photo shoots, TV commercials, store openings, and appearances at signature events, such as Virgin Mobile’s annual FreeFest music festival.

“I’m so excited, I can’t believe what’s happening!” said Sarah Carroll, one half of “Sparah.”. “Spencer and I couldn’t be more thrilled to be a part of this. Everyone tells us we’re in for a wild ride. I’m not quite sure what that means, but I’m sure it’ll be a ton of fun!”

As part of their contract with Virgin Mobile, the couple is required to chronicle their journey across a host of social media channels, including Facebook, Twitter, FourSquare, and video blogs. Virgin Mobile customers are encouraged to follow the couple on their Android–powered phones and unlimited plans that include unlimited Web, data, messaging, and email starting at $25/month.

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