Virgin Mobile has used innovative advertising and media strategies to market its cell phone services to the youth market. Now it plans to turn its cell phone services into an advertising medium. In a
joint venture with Sprint Nextel, Virgin said it would give subscribers the option of earning free calls if they agree to view and interact with ads transmitted on their phones. The initiative, dubbed
SugarMama, according to
The New York Times, will allow subscribers to earn up to 75 free cell phone minutes per month by watching 30-second commercials on their computer or viewing them as text
messages on their cell phones.
