Virgin Mobile USA’s latest campaign looks to make celebrities out of two unknowns
Virgin Mobile USA is running a neat campaign to promote its data-rich Beyond Talk plans, which were launched about a year ago. Led by the idea to tap into the country’s “insatiable appetite for celebrity gossip,” the carrier’s latest campaign, called “Keep Up With Sparah,” looks to “manufacture” a celebrity couple out of two unknowns – Spencer Falls and Sarah Carroll.
Over the next six months, Spencer and Sarah — who BTW were selected from a casting call of thousands — will appear in a high-profile integrated marketing campaign including national TV commercials, print, and a series of digital webisodes “chronicling the couple’s rise to fame.”
As part of the deal, “Sparah” will live in a house in the Hollywood Hills, and will get a stylist and a publicist, to ensure they “reflect all the trappings of a real celebrity couple.” As their fame grows, the couple will be asked to participate in such activities as photo shoots, TV commercials, store openings, and appearances at signature events, such as Virgin Mobile’s annual FreeFest music festival…
Fans will be able to keep up with the new celebrity couple from a dedicated page on Facebook.
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