The game that ruled the nation

The game that ruled the nation
B&T Magazine
By B&T Magazine



The three weeks of Virgin Australia’s Game of Phones saw almost 40,000 Aussies dive into Australia’s biggest ever location-based alternative reality phone app.

Trying to stake their claim for the $200,000 of rewards up for grabs 27 year-old university student from Perth, Jaxson Bateman, was the ultimate winner, dedicating his university holidays to playing the game.

“After dedicating over eight hours a day to playing the game, developing my strategy and chasing prizes across Perth, it was mind-blowing to hear that I had beaten almost 40,000 other players to become ‘The King’ of Game of Phones,” said Jaxson.

“Choosing to play Virgin Mobile’s Game of Phones over a full time job was the best decision I ever made!”

The game combined alternative reality and real-world interaction, enticing customers into battle with one another where players could “steal” prizes from each other.

 “Virgin Mobile’s Game of Phones has received exceptional interest from the Australian public, generating more than 2.5 million screen views across both Android and iOS, and driving more than 103 million online impressions throughout the duration of the game,” Nicole Bardsley, director of Virgin Mobile brand and communications, said.

The campaign was also promoted through Australia’s first ever dynamic messaging platform created by outdoor media company oOh! which enabled Virgin Mobile to control messaging in real time to any individual, or all sites on their digital network.

The campaign was live from November 18 until December 6, and generated almost 40,000 players, almost half of whom were based in Sydney (44%).




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