Rachel Brinton Rebecca Forman Danielle Nipper
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 Campaign Purpose
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."
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 Campaign Objectives
News & Gossip Photos Episodes Vlogs / Blogs Pictures Polls Official Website
…more than 22,000 views Sparah is Born!
…more than 54,000 views Manufacturing Sparah
YouTube
Speidi’s Outrage creates more exposure!
America’s Next Top Model Campaign aired during ANTM and got bad feedback on Twitter…
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 Campaign Success
The End! Q & A