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

http://sparah.com/ •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

Twitter

Facebook

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