Brand Partnership & Promotion
“Uniting four brands to create The Big Red Ticket campaign.”
Virgin Media is the ultimate destination for BlackBerry smartphone purchases for 18 – 24 year olds. However cut through in this fierce sector is difficult so we needed to create an offering that is too good to ignore.
We brought together four different brands; BlackBerry, Virgin Media, Ice-Watches and The Saturdays to create “The Big Red Ticket” campaign.
As the best things in life often are – the promotion was simple.
Everyone who purchased a BlackBerry Smartphone Bold 9790 from a Virgin store received a FREE Ice-Watch. On top of that, they were also given the chance to enter a competition to win an all-expenses paid trip to LA to meet and have lunch with The Saturdays.
We launched the campaign across all Virgin stores, call centres and Virgin Mobile’s website. Then came the cross brand social media cavalry in the form of Facebook and Twitter belonging to Virgin, BlackBerry and The Saturdays.
The result: new smartphone purchases achieved 120% of target for both 9790 and 9320 devices across all Virgin channels. 70% of all people who purchased participated in competition with over 30% of all purchases redeeming value added gift.