From Marketing Magazine: Virgin dances into subscribers’ hearts
By Jeremy Lloyd
In the week leading up to Valentine’s Day, Virgin Mobile Canada is ready to dance in the streets for some flash mob loving in Toronto.
Just after 1:30 p.m. on February 10th, Virgin swarmed the intersection of Yonge and Dundas streets with 150 university students performing a choreographed routine to the song “Love Today” by Mika.
“We love doing this stuff, it’s so right for the brand,” said Andrew Bridge, director of brand communications for the mobile provider. “It’s fun and a bit irreverent. That’s very in line with what our brand does. We were talking about what kind of virtual Valentine card we could send to our members and post online…We hope to get some great buzz and that our members think its a nice touch point and feel part of the family.”
Video of the mob will be sent to Virgin subscribers and distributed virally.
The flash mob is part of a week-long program that puts Virgin’s angels–a staple of its most recent marketing campaign–in five cities to perform random acts of love. People in Toronto, Montreal Vancouver, Calgary and Ottawa might receive a free ride on public transit, a paid-for parking spot or cup of coffee, or maybe even a hug.
“They’re just little things that say ‘this is the kind of love you get from Virgin Mobile and why are you settling for less?’ ” Bridge said.
Tags: Advertising, Flash Mob, Mobile, Out of Home, Toronto, Virgin Mobile, Yonge-Dundas Square
