Touched by a virgin - McKinney

Touched by a virgin

April 6, 2008

While other marketers blow an occasional air kiss to mobile marketing with experimental campaigns here and there, Virgin Atlantic fell head over heels for the new platform in February with its groundbreaking use of outdoor ads, mobile media and events to drive brand involvement.

The “Love from Above” campaign targeted the 25-54-year-old demo with a living reminder that Virgin champions the consumer with a uniquely comfortable London travel experience. Various blends of billboards, kiosks and projected media in major U.S. cities prompted people to text “Love” to an SMS short code and get pushed to the mobile Web site.

With creative by McKinney and planning by MEC Interaction and Kinetic Mobile, the campaign relied exclusively on the mobile component to communicate unique live offers to consumers. Outdoor media led to mobile, which in turn notified customers of real-world experiences with the brand: free movie tickets, complimentary London cab rides and finally a Valentine’s Day on-street giveaway of chocolates and roses.