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Commented that our V Festival competition campaign "elicited an unprecedented level of interest" and "the feedback from the festival promoters was outstanding".
Simon Dornan - Head of Consumer PR
Virgin Mobile
Road to V
Virgin Mobile presents Road to V
Road to V is Virgin Mobile’s search to find the best unsigned bands in the UK. The prize is to open the 2nd stage at V Festival – Stafford and Chelmsford sites.
Objective
Maximise awareness online surrounding Virgin Mobile’s ‘Road to V’ competition, generating interest in mainstream media and influential niche music sites.
Description
Coverage Generation: Identified influential online media titles; produced and pitched in relevant story angles; identified regional angles to increase the potential exposure of ‘Road to V'; maintained relationships with key music bloggers throughout the campaign to create a constant thread of information to music fans online.
Social Media Integration: ‘Friends of Road to V’ - constructed a competition mechanic that involved creating support for ‘Road to V’ within Facebook and MySpace.
Distribution of Video Content: Secured placement for ‘Road to V’ video content on influential online lifestyle and music titles; created a branded YouTube channel providing a portal for Road to V video content; seeded video content on the leading 25 video-sharing sites and viral content hubs online to accelerate syndication. Activity was supported through a dedicated SEO PR effort.
Results
- 76 pieces of online coverage achieved
- ‘Opportunity to see’ figure of 188,888,442 Unique Users
- Equivalent online media/advertising value - £107,112.50
- PR Value - £267,806.25
