Magazine article Marketing

Interactive Works: Virgin Mobile - 'Bundles'

Magazine article Marketing

Interactive Works: Virgin Mobile - 'Bundles'

Article excerpt

Virgin Mobile returned late last year for another interactive campaign that ran across the major interactive broadcasters. This creative exploits the full range of benefits interactivity can offer advertisers and is a great demonstration of how much impact the medium can have when excellent creative is delivered via the red button.

I like this application because it uses interactivity to create a deeper brand dialogue with a receptive viewer who is in command through the remote control. It exploits the ability to stream audio and video to create a brochure combining the detail of quality print with the power and potential of moving image and sound.

Interactivity is also used to convey additional product information, meaning it essentially transforms the ad into a five-minute interactive experience; the bonus being that it uses the return path to generate responses.

Viewers are invited to press red for more footage of rap artist Missy Elliott - a strong call to action, sure to encourage the target audience to respond. The following pages are supported by text and visuals as the application downloads, ensuring viewers move through it. A competition rewards those who have pressed red, while information is presented via bespoke video, audio and text.

Qualitative research by iBurbia demonstrates just how powerful this kind of additional offering can be in contributing to positive shifts in brand image, awareness and purchase behaviour for consumers who interact. …

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