WARREN, N.J.-Mobile virtual network operator Virgin Mobile USA is looking to tap into the hype surrounding the Fox TV show “American Idol” with its own text messaging campaign.
The move is a response to AT&T Wireless Services Inc., which has a major deal with Fox to promote its text messaging service. “American Idol” viewers are able to vote for the show’s contestants using their AT&T Wireless phone.
Virgin describes its “American Idol” text messaging campaign as a “tongue-in-cheek text messaging game to capture its customers’ opinions about the judges and contestants on the popular television reality show.” Called “American Oddball,” users can opt in to receive frivolous questions about the show, such as “Are Ryan’s underpants: A, Too Snug?; B, Ribbed?; or C, Invisible?” Virgin said it is offering free text messaging services Tuesdays during the show in order to boost messaging use.
“We consider Virgin Mobile USA the consumer champion of the wireless marketplace,” said Howard Handler, chief marketing officer for Virgin. “This SMS campaign is another example of our commitment to creating real and meaningful relationships with our community of customers.”
