The Brief

Virgin Mobile wanted to reach beyond their own network and simultaneously promote acts performing at the V-Festival through the distribution of highly desirable, high quality mobile content via a fast, reliable and user-friendly platform. With this in mind, Virgin Mobile called on Qwikker to assist in the launch campaign of the new “boredom busting” Virgin BITES service, a new WAP site dedicated to keeping Virgin Mobile customers entertained.

The goal was to deliver an enticing selection of content to festival goers, including competition links and information about BITES, and crucially, to reach as many consumers as possible.

The Campaign

Qwikker developed a bespoke branded channel of content which was delivered to festival goers’ handsets for free via Bluetooth® wireless technology. The channel consisted of a mix of ringtones, videos and movie trailers as well as competition entry links and information about the BITES service.

The user-friendly Virgin branded channel was compatible with over 85% of handsets, irrespective of mobile network, and could be delivered via Bluetooth in under 30 seconds. In two days, Qwikker connected with an impressive 30,000 of the 85,000 estimated attendees.

Results

• Total number of phones prompted: 37,657
• Total number of responses to prompt: 19,661
• Total number of yes responses (opt-in): 6,582
• Yes responses as a percentage: 34%