Virgin Mobile used its partnership with the music festival Splendour in the Grass not just to generate brand awareness and promote its new Robin da Hood themed plans, but to add to the experience for festival goers and those not able to make it to the event and reinforcing its “youthful proposition with its current customers”.
"The main things we are looking to communicate are that we want to enhance the festival experience for members at the festival through member benefits, and that for those that can't make it, we are bringing the festival to them through the Virgin Mobile live stream."[1]
According to Current.com.au “Connecting with its current consumers with opportunistic rewards and attracting new, and importantly, young mobile users to the upstart telco are the two primary objectives of Virgin Mobile's partnership (with the music festival).”
Speaking to Current.com.au at the festival, a Virgin Mobile spokesperson said that music "was in Virgin Mobile's DNA"....Experiential activity is an opportunity for us to have fun with our customers and make them feel part of something bigger.
"At Virgin Mobile we are dedicated to providing a more rewarding telco relationship, which we believe should go beyond the transactional to include all the fun and personality that comes with being a Virgin brand."
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