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...