Case Study - Virgin Mobile

ActiveMedia Technology were involved in providing the RAPOS™ solution to Virgin Mobile at a number of sponsorship events across the summer of 2004, and are involved again this summer.

ActiveMedia Technology were involved in providing the RAPOS™ solution to Virgin Mobile at a number of sponsorship events across several venues. Virgin have always tried to link their brand name with a young, fun, vibrant style of presentation, and these sponsored festivals and events follow a similar approach. RAPOS™ has been used at V-festivals, Carling Academy events, and other sponsored events.

Objectives

• To promote free beer and kebabs at V-festivals 2004-2008, and for sms competitons to win backstage and loyalty passes at various sponsered music festivals and gigs.
  Virgin mobile customers and their friends were the target audience of viral marketing.
• Target Audience: Virgin Mobile customers and their friends to capture viral marketing

Methology

• Promotion: Free beer and kebab tokens, SMS competitions to win backstage passes and Loyalty pass at various sponsored music festivals and gigs
• Target Audience: Virgin Mobile customers and their friends to capture viral marketing
  

Results

• Redemption rate between 60% and 70%
• Significant brand differentiation around music
• RAPOS technology and suite of solutions (coupons, tickets and loyalty pass) has been retained for the past 4 years