I just came across a brilliant viral marketing campaign by Virgin Express. This is a really smart way of engaging customers and building a huge word-of-mouth for the brand.It's a great idea because it combines mobile marketing, internet, offline promotions, advertising, sponsorships etc.
It is now running in Belgium where Virgin is sponsoring music festivals. The campaign allows Belgian music fans to win free flights if they can identify their festivalbuddy at the music festival.
Here's how the idea works:
- Register and they get a "buddy word" thro' SMS
- One can go to the music festival and find someone with the same buddy word
- They then go to the Virgin express booth and win free flights each
What I really like is the Tips & Tricks section on how to create the buzz. It is not enough if brands sponsor events. It cannot stop there and there is so much more one can do if they really want to involve consumers and leverage the monies they invest behind such events.
Great stuff!