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.
Please login with linkedin to comment
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]