Marketing
Beginning on 2 May 2011, Virgin Mobile USA launched a campaign that revolved around a fictional Hollywood celebrity couple "Sparah". The campaign was expected to last six months, but ran through the end of 2011. Virgin Mobile produced multiple videos and photo galleries that starred the fictional couple and posted them to a dedicated website "sparah.com." Virgin Mobile USA hoped to connect the ability for consumers to enjoy data-intensive web content using a Virgin Mobile USA unlimited data plan.
In August 2011, Virgin Mobile USA aired television ads that parodied elements of T-Mobile USA and AT&T Mobility's marketing, featuring an unflattering portrayal of spokespersons for both brands.
In March 2012 Virgin Mobile introduced an ad campaign featuring Richard Branson, founder of Virgin Group and the slogan "We answer to a higher calling".
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