IEG 2010: Virgin Mobile Re*Generates Sponsorship
Posted: 3/22/2010 10:20:44 PM by
William Chipps | with 0 comments
In an insightful keynote interview with IEG CEO Lesa Ukman, Bob Stohrer, Sprint Nextel Corp.’s vice president of marketing, Sprint prepaid group, provided insight into Virgin Mobile’s sponsorship strategy, including the brand’s use of cause marketing.
Below, four topics discussed during the interview:
Youth homeless. The prepaid wireless provider uses youth homelessness as a social outreach platform, an initiative it supports through the Virgin Mobile Festival and other sponsored events. The telco launched the program—dubbed Re*Generation—after a customer complained that the company had no soul, Stohrer said.
Virgin Mobile, which has made Re*Generation a key component of its marketing mix, credits the initiative with providing a point of differentiation, gaining new customers and retaining existing customers.
Virgin FreeFest. Looking for a way to give back to consumers during the ’09 economic freefall, Virgin Mobile last year made the three-year-old Virgin Mobile Festival a free event. The company was able to accomplish the task thanks to sponsors Kyocera, Toyota and Virgin America, all of whom stepped up to the plate with increased financial support and/or in-kind commitments.
Virgin Mobile used the tie to support Re*Generation by offering 3,500 tickets to consumers that volunteered at homeless shelters.
Lady Gaga. Virgin Mobile activated its sponsorship of Lady Gaga’s Monster Ball tour through multiple channels including on-site photo booths and promotions dangling a meet-and-greet.
Virgin America also broadcast a video prior to each concert that promoted Re*Generation and the artist’s support of the program.
Britney Spears. The telecommunications company last year aligned with Spears to piggyback the buzz around the artist’s first tour in five years. Activation included the world premier of a Spears music video on Virgin Mobile’s web site and a private show at a pre-tour dress rehearsal.
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Filed under: IEG 2010