Virgin Mobile has borrowed from the cutthroat world of Game of Thrones in a tense branded content video teasing its huge mobile-app game, Game of Phones.
Described as the “nation’s biggest ever location-based mobile app competition”, Game of Phones is the brand’s first marketing activity since it unveiled a ‘mature’ new look in August.
There will be $200,000 worth of prizes up for grabs in the game that will drive interaction between strangers hunting for, and stealing each other’s, virtual prizes.
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’.”
A branded content video (below) launches the large scale brand campaign that includes a partnership with the Today Network, national outdoor ads, digital, display, pre-roll video, mobile, Facebook ads and commuter press.
The video shows ruthless game players stealing prizes from each other, with local YouTube star Chloe Morello starring in the ‘BFF’ role.
The Today Network partnership will see live daily game updates, talent integration and promotion across the Southern Cross Austereo owned radio stations’ platforms.
In August the telco revealed a refreshed brand positioning, with an updated logo and a more customer-focused approach. Click here for more.
Game of Phones is one step the brand is taking to implement its new customer-centric strategy Bardsley said.
The Game of Phones app is available to download today with game play starting on November 18. Prizes up for grabs include Virgin Australia Velocity points, TVs and Nespresso coffee machines.
The gameplayer crowned ‘The King’ will win a $50,000 holiday.
CREDITS: CLIENT: Virgin Mobile CONCEPT CREATOIN: One Green Bean, Havas Worldwide Australi APP MANAGEMENT: One Green Bean ATL: Havas Worldwide Australia DIGITAL ADVERTISING: Havas Worldwide Australia MEDIA: Starcom PR AND SOCIAL MEDIA: One Green Bean APP DESIGN AND DEVELOPMENT: Locatrix VIDEO PRODUCTION: Photoplay Films, Scott Otto Anderson PHOTOGRAPHY PRODUCTION: The Pool Collective (Sean Izzard), Cream.