Objective: Virgin Megastore, along with AOR SJ Communications, launched the "Virgin Bird" campaign on July 31 to draw attention to a special sale, where music and videos are selling for $10 each. "We're trying to compete for consumer eyeballs, and our consumers are very cutting edge, informed, and opinionated," said Dee Mc Laughlin, VP of marketing at Virgin Entertainment Group North America. "We had to come up with something that is fresh... and all about fun." The effort runs through mid-September.
Idea: Consumers are invited to find 30 "stolen" birds hidden in three participating cities: New York, Los Angeles, and San Francisco. Consumers who find the heisted birds - based on the work of Los Angeles street artist David Browne - can redeem them to win prizes ranging from $100 to $1,000. Virgin also projected an image of the Virgin Bird, in the style of the Batman signal, onto the side of the Roosevelt Hotel in Los Angeles.
Tools: Virgin and SJ released a YouTube video of thieves breaking in to the Los Angeles Virgin Megastore, stealing an art collection, intended to promote the $10 sale. The chain also used its Social Mash-up site, created last fall, to release daily clues leading customers to spots in the three cities where "thieves" stashed the birds. Winners can redeem the birds for $100 rewards, with one winner in each city receiving $1,000.
Measurement: In its first week online, the "heist" video received more than 122,500 views on YouTube. The effort also helps Virgin Megastore in its continuing attempt to promote up-and-coming artists, Mc Laughlin said.
Organization: Virgin Megastore
Campaign: Virgin Bird
PR Team: Internal and SJ Communications
Launch: July 31