Virgin Mobile crowns King of Phones

By AdNews | 17 December 2013
Summer is Coming - Game of Phones

Christmas is coming. What do we say to rival networks? Sitting on a phone is a thousand times harder than winning one etcetera... Yes, Virgin Mobile has crowned its King of Phones.

The mobile network claims the nearly 40,000 people played the Game of Phones it launched last month and reckoned the that made the three week campaign the biggest of its kind to run in Australia.

If added together, the time players spent on the game adds up to five years, 131 days and 1 hour, almost as long as it takes to read the in-no-way-related-due-to-copyright-reasons Game of Thrones books. Players travelled 239,000 kilometres over the campaign.

The “virtual battle” notched up some 103 million online impressions and 2.5 million screen views on android and Apple devices.

Sydneysiders were the most engaged with the game (44%) followed by people in Melbourne (24%).

Nicole Bardsley, director of Virgin Mobile brand & communications, said: “The combination of alternative reality and real world interaction had a unique appeal, enticing thousands of not only our own customers into battle, but also thousands of customers from our competitors who have now experienced the perks of being with Virgin Mobile.”

The campaign was integrated with radio and digital outdoor screens including a bespoke “dynamic messaging” platform developed for Virgin by oOh! Media. Virgin mobile could control the message in real time and used 830 oOh! Dynamic Digital Outdoor sites to deliver targeted messages to players.

Jaxson Bateman, a 27-year-old university student from Perth, was crowned the winner of the $50,000 VIP travel prize. Bateman can use all parts of the Virgin business, including the airline to create his dream trip. And he can be assured of his prize, because a Branson always pays his debts.

Vital stats:

·       39,245 active users played more than 64,942 sessions

·       14,568 players entered a ‘Safe House’ (Virgin Mobile store) to protect their loot for up to an hour at a time

·       The ‘Game of Phones’ launch video was viewed 191,045 times




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