Summer is coming: Virgin Mobile spoofs Game of Thrones

By Rosie Baker | 14 November 2013

In the game of phones, you win or die don't win. Either way, the game starts Monday.

Virgin Mobile is launching a geo-location based mobile game that spoofs the TV phenomenon Game of Thrones as part of its latest brand campaign titled 'Game of Phones - Summer is Coming'.

The mobile app game is the biggest ever location-based competition run by a brand in Australia, claimed the telco.

People are encouraged to interact with Virgin and each other in a nationwide hunt for prizes worth up to $200,000. It's all done in real-time via a GPS map in the app on prizes nearby to claim them – but other players in the vicinity can 'steal' those prizes if they are within 100 metres.

The ultimate winner claims a $50,000 prize that Virgin Mobile describes as an “epic voyage of royal proportions”. The winner will be able to use services provided by the portfolio of Virgin brands including airline Virgin Australia to create their dream trip.

To launch the campaign the brand has created an online video, starring YouTube blogger Chloe Morello, that plays out possible scenarios of players swiping prizes from each other. It shows hipsters slaying accountants, vegetarians ambushing butchers and friends backstabbing their BFF to get prizes.

Virgin Mobile has also partnered with Southern Cross Austereo’s national Today Network which will promote the game through integrated content across its digital, radio and social platforms.

It is integrating the campaign with oOh! Media’s digital outdoor sites. Virgin Mobile will use the screens to target messaging to individuals nearby, based on the GPS in-built with the game and a bespoke platform on the outdoor network that means real time messaging will be integrated across radio, online and digital for the first time.

The campaign also includes digital online display and video ads as well as press and Facebook advertising.

Nicole Bardsley, director of Virgin Mobile brand and communications, said: “Games are now the second most-used application on smartphones, just after Facebook and we are genuinely excited to be able to engage the public in our brand in a truly innovative, unique, fun and inherently ‘Virgin’ initiative that is mobile first.

“Game of Phones highlights ... how we look after our own, while offering Virgin Mobile customers so much more with an incredible prize pool.”

The app is available from today (14 November) and the game kicks off on Monday (18 November).

The mobile first campaign was flagged by AdNews earlier this month.  It was developed by Havas Worldwide, Starcom, One Green Bean and Locatrix.

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