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Rachel Brinton  Rebecca Forman  Danielle Nipper

Rachel Brinton  Rebecca Forman  Danielle Nipper. Campaign Purpose. To create something a little more breakthrough, that could illustrate Virgin Mobile’s Android phones

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Rachel Brinton  Rebecca Forman  Danielle Nipper

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  1. Rachel Brinton  Rebecca Forman  Danielle Nipper

  2. Campaign Purpose • To create something a little more breakthrough, that could illustrate Virgin Mobile’s Android phones • The campaign encourages consumers to follow “Sparah” via commercials, digital webisodes, social media and other advertising • Virgin Mobile wanted to “manufacture” two complete strangers in to the next fast paced, celebrity couple

  3. From the Director of Brand Marketing "It's our way of launching a unique campaign in a world of quality sameness. We wanted to create something that was a little more breakthrough, that could illustrate our Android phones [and talk about] something beyond price and without bashing the competition," Ron Faris, director of brand marketing for Virgin Mobile USA, tells Marketing Daily. "Whereas most of our competitors would buy celebrities as endorsers, we thought it would be fun to watch two people grow into celebrities."

  4. Campaign Objectives • Spencer Falls + Sarah Carroll = Celeb Couple, SPARAH • Virgin Mobile launches a 4 month campaign • The Celeb Couple, “Sparah” will participate in: • Photo Shoots • TV Commercials • Store Openings • A-list Activities • Appearances

  5. Official Website http://sparah.com/ • News & Gossip • Photos • Episodes • Vlogs / Blogs • Pictures • Polls

  6. Sparah is Born! …more than 22,000 views

  7. Manufacturing Sparah …more than 54,000 views

  8. YouTube

  9. Twitter

  10. Facebook

  11. Speidi’s Outrage creates more exposure!

  12. America’s Next Top Model Campaign aired during ANTM and got bad feedback on Twitter…

  13. Campaign Success • Yes – created exposure for Virgin Mobile • No – we’ll see, the 4 month campaign is still going strong • Campaign success measurements: • 7,877 Twitter Followers • 4,136 Tweets • 2,339,855 YouTube Views • 182,854 Facebook Likes

  14. The End! Q & A

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