Virgin Mobile
To maintain visibility for Virgin Mobile at a time of no new product news, Virgin’s agencies, Host/The Glue Society, seeded stories on the internet that Jason Donovan, in trying to sell his car, had accidentally given away his telephone number. People began to call Jason, whereupon Virgin began asking people NOT to call him on 0403JASOND. Even Richard Branson went on radio to beg Virgin users to use their Virgin mobiles responsibly but, strangely, the number of calls increased. Jason was rung nearly 700,000 times. Usage increased, sales went up - but churn dropped.
To maintain visibility for Virgin Mobile at a time of no new product news, Virgin’s agencies, Host/The Glue Society, seeded stories on the internet that Jason Donovan, in trying to sell his car, had accidentally given away his telephone number. People began to call Jason, whereupon Virgin began asking people NOT to call him on 0403JASOND. Even Richard Branson went on radio to beg Virgin users to use their Virgin mobiles responsibly but, strangely, the number of calls increased. Jason was rung nearly 700,000 times. Usage increased, sales went up - but churn dropped.
