Virgin Mobile Looks To Lady Gaga For 'Likes'
It is announcing Monday a contest in which 10 bloggers (nine from within 100 miles of one of the pop star's upcoming "Monster Ball Tour" stops and one international winner) will be selected as official "tour bloggers," with special VIP access to the show and the venue.
"Virgin Mobile's goal is to substantially increase its Facebook 'likes,'" Matt Wilkinson, VP Brand Relations at Talenthouse, the Los Angeles-based social media marketing company enlisted to run the contest, tells Marketing Daily. "Our program is fully integrated into Facebook to help make that happen."
Throughout the contest, Talenthouse will collect video submissions from contestants and post them on Virgin Mobile's Web site www.virginmobilelive.com as well as other sites, and ask the public to vote on the submissions. When people do so, a pop-up will appear asking them to like Virgin Mobile on Facebook. Based on previous similar contests, each submission will draw between 50 and 100 votes, Wilkinson says.
As the contest gets underway, Talenthouse's 25-person marketing department (along with Virgin Mobile's social media team) will reach out to blogs, Web sites and other media to promote the contest, he says. Virgin Mobile is a presenting sponsor of Lady Gaga's Monster Ball tour.
Virgin Mobile has been increasing its entertainment offerings. Last week, the company announced a deal with independent film studio Relativity Media and its Virgin Mobile Live Facebook portal, which will include exclusive video and music as well as product placement in Relativity Media films.