Virgin Media uses its high profile sponsorship of Big Brother series 8 to introduce the UK’s highest profile UGC advertising campaign.
In a call to action, Virgin Mobile hands over its prestigious sponsorship bumpers to consumers as part of a concerted effort to make the Virgin Media Big Brother sponsorship different and more engaging than previous sponsors.
The RKCR/Y&R creative work for Big Brother 8 focuses on ‘a happy house’ and uses clips of foreign Big Brothers which they have ‘translated’ so that it appears the housemates are talking about their products. Virgins’ communications planning agency Goodstuff Communications subsequently created the idea to give consumers wanting to get involved with the brand their 15 seconds of fame by giving ownership of the bumpers to Big Brother and Virgin fans.
Goodstuff devised the “Subtitle Superstar” idea where a selection of clips from International Big Brothers’ are hosted and people can submit their own amusing lines. A judging panel including celebrities, and staff from both Endemol and C4 plus an online voting system will decide who wins and who gets the first 15” bumper at the start of the BB Final, the biggest BB show of the year – everyone can participate at
http://www.virginmedia.com/subtitlesuperstar.
The opportunity to get involved in this years Big Brother will be promoted by offline along with online advertising such as banners, seeding as well as on air mentions.
Andrew Stephens, Partner at Goodstuff said: “This most high profile UGC example yet is a great way for fans of BB8 to get more involved with their obsession, have their five minutes of fame and for Virgin to be the facilitator”.
Starting on August 1st and running for four weeks the winning creative at the end of the competition will appear on Channel 4 as TV ident during the BB Final.
CREDITS:
Client: Virgin Media
Brand: Virgin Mobile
Client name & job title: George Logo, Advertising Manager
Media Planning/Buying: Goodstuff
Account Director: Lucy Wilkins
Strategists: Jonathan Fraser / Gen Kobayashi
Other agencies: RKCR/Y&R (creative production), Grapevine (website production)
Medium: User Generated Content (TV)
Social Media PR: Maverick (
http://www.maverickmedia.co.uk)
For further information contact:
Jane Austin or Sam Solley at Austin O’Brien Communications on 0207 387 1140 or
jane@austinobrien.co.uk
