Virgin Mobile Australia: Game of Phones

This case study describes how Virgin Mobile Australia created a mobile gaming battleground in which consumers competed for prizes, to increase footfall into Virgin stores and seize the advantage from competitors.

Virgin Mobile Australia: Game of Phones

Laura Davey, Chris Caley and Jacqui Purcell

Campaign details

Lead agency: StarcomContributing agency: Starcom MediaVest Group, Havas WorldWide and One Green BeanBrand: Virgin Mobile AustraliaCountry: AustraliaIndustry Mobile providersChannels used: Earned media, buzz, Internet - display, Internet - general, Internet - search, Mobile and apps, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Public relations, Radio, Social media, Sponsorship - mediaMedia budget: $3 - $5 million

Executive summary

This case study describes how Virgin Mobile Australia created a mobile gaming battleground in which consumers...

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