News 2001
Virgin Mobile and Carlton Active team-up for first ever interactive Brit Awards
15/02/2001
Virgin Mobile announced today it is to become the first prime-time interactive advertiser on ITV. In a ground-breaking deal with Carlton Active, Virgin Mobile will be the sole advertiser on its interactive coverage of the BRIT Awards.
The interactive services will be available to viewers during Countdown to The BRITs on Monday 26th February and during The BRIT Awards programme on Tuesday 27th February. Viewers with Carlton Active digital television will be able to use their TV remote controls to access further information about both the BRITs and Virgin Mobile, while watching the shows in a quarter-screen format.
As the exclusive advertiser on the interactive site, Virgin Mobile will be offering viewers information on its unique services, the full range of phones and the new £20-off handset promotion. Anyone who wants more information will be able to call a specially dedicated phone line. There will also be the opportunity to win prizes, such as Virgin Mobile Samsung MP3 phones and tickets to V2001.
Alison Pye, Brand Manager at Virgin Mobile comments, "Virgin Mobile has always been interested in advertising in an innovative way using new and forward-thinking media. We are delighted to be working with Carlton Active on this new way of advertising for this exciting prime-time event. Being involved in the BRIT Awards, and communicating directly to its mainly young, dynamic viewers, is perfect for the Virgin Mobile brand, which is a young, forward-thinking company which is constantly innovating in the mobile phone marketplace".
Andrew Stephens, Group Media Director of Manning Gottlieb Media, Virgin Mobile's media agency, added, "This particular iTV opportunity with Carlton Active allows Virgin Mobile to test T-commerce and iTV response from a content and audience -rich environment. Increasingly, media needs to drive sales and this exercise will allow us to measure both the qualitative and quantitative benefits of iTV. This is a real opportunity to learn and gain competitive advantage".
Carlton's interactive services will also offer viewers information on the BRIT nominees, exclusive interviews and profiles on the stars performing and attending the night. Viewers will be able to play games and enter competitions, including a chance to win tickets for next year's BRITs, which will give the winners access to the backstage VIP Party. There are also opportunities to buy CDs and BRITs merchandise through the service.
