SOURCE: Virgin Mobile USA

Virgin Mobile USA

March 04, 2009 11:17 ET

Virgin Mobile USA Moves to "Take Advantage" of Britney Spears Tour Sponsorship With New Branding Campaign

New Messaging Invites Consumers to Turn the Tables on Wireless Providers

WARREN, NJ--(Marketwire - March 4, 2009) - As the economy continues to motivate consumers to rethink their wireless spending, Virgin Mobile USA is encouraging value-seekers to "Take Advantage" of its quality and flexibility through a new integrated branding campaign, "Take Advantage of Virgin Mobile." The new initiative, developed by NYC advertising agency Toy NY, is also designed to point out that, unlike most carriers, Virgin Mobile USA gives control to its customers.

The new theme will appear across a range of touch points including POS and online and is featured in a new series of broadcast spots where a friendly interviewer stands alongside Virgin Mobile USA customers and proudly explains that while too many cell phone companies take advantage of consumers, Virgin Mobile USA is encouraging customers to take advantage of them. The tactic humorously backfires as the host provides for requests of 7PM Nights and Weekends or $10 Unlimited Messaging, but is met with more and more unexpected demands such as "...and I'd like you to make my wife look like Britney Spears," or "My daughter wants a plasma."

"With the "Take Advantage" theme, we're making clear that we offer a truly differentiated customer experience, empowering customers to get precisely what they need from us," said Bob Stohrer, Chief Marketing Officer of Virgin Mobile USA. "This campaign will reach customers though many vehicles, engage them in the brand and illustrate the great value proposition we have to offer."

The new branding campaign includes social networking visibility with Virgin Mobile USA's recent launch of branded pages on Facebook, YouTube, Twitter; and new branding on

Consumers will also be able to "Take Advantage" as part of Virgin Mobile's sponsorship of the exciting Britney Spears "Circus" tour, with ticket contests in select cities, as access to behind-the-scenes videos and user-generated content from the tour.

Activations in select markets will allow customers to "Take Advantage" of Virgin Mobile through in-arena Virgin Angel giveaways, demos of the new Ocean 2, text-to-screen communications, VIP seat upgrades and more.

Finally, Virgin Mobile USA prepaid customers can purchase dozens of Britney ringtones, including 14 from the "Circus" album. Prepaid customers with the 3G Shuttle device can also stream Britney video clips, including exclusive "Circus" tour footage. On the Ocean 2 and other postpaid devices, customers can purchase 14 ringtones, 14 ringback tones, and 12 full-length music tracks from "Circus" as well as personalization content and music from other Britney albums. In addition, postpaid customers can purchase and download music videos from "Circus" and other Britney albums, as well as stream exclusive "Circus" tour footage, interviews, music videos, and more.

"Virgin Mobile USA has been a consumer-champion brand since the beginning," said Ari Merkin, chief creative officer, Toy New York. "And now, when consumers are looking for control more than ever, we're letting them tailor plans to suit their needs -- a very Virgin thing to do."

About Virgin Mobile USA

Virgin Mobile USA, Inc. (NYSE: VM), through its operating company Virgin Mobile USA, L.P., offers millions of customers control, flexibility and choice through Virgin Mobile's Plans Without Annual Contracts and postpaid offerings through Helio by Virgin Mobile, with national coverage for both powered by the Sprint PCS network.

Virgin Mobile USA is known for its award-winning customer service, with 90% of its own customers reporting satisfaction. Virgin Mobile USA allows customers to earn free minutes in exchange for viewing advertising content online through the innovative Sugar Mama program. Virgin Mobile USA's full slate of smart, stylish and affordable handsets are available at approximately 40,000 top retailers nationwide and online at, with Top-Up cards available at more than 140,000 locations. Helio's advanced devices like the Ocean and unlimited All-in voice plans can be explored at

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