Virgin does happy with freezie-cart-as-media road trip

A J.D. Power survey recently found Virgin Mobile to have the most satisfied customers, so Virgin hit the streets to make them even happier.

A J.D. Power survey recently found Virgin Mobile to have the most satisfied customers, so Virgin hit the streets to make them even happier.

Branded street teams are rolling into Toronto, Vancouver and Montreal on ice-cream-style bicycle carts, hitting summer hot spots like outdoor concerts, beach volleyball and ultimate Frisbee games, and festivals. The carts will attend 15 to 20 events in each centre.

The Virgin teams are handing out freezies, flip flops and a push to a contest at virginmobile.ca, with prizes such as a VIP experience at Virgin Music Festival Toronto (V Fest).

The contest aims to capture info on which mobile provider entrants currently use, and when their contract expires.

The carts are also showing up at key retail accounts such as Future Shop, Best Buy and Wal-Mart, where the teams hand out treats and talk up special offers.

Wills & Co., Toronto, and Segal Communications are behind the effort and say that the bicycle carts are not only in keeping with the brand attitude, they are flexible, cost effective and allow the brand to speak directly with its young adult target.

The initiative launched at Toronto’s Gay Pride Weekend in June and runs to V Fest, Sept. 6.