Virgin Radio has signed up the mobile internet service provider
Iobox for a six-month WAP campaign.
The integrated broadcast and online drive kicks off this week. It will
incorporate six months of on-air support for Iobox, promoting the brand
using advertorials that will highlight the benefits of internet and WAP
Virgin Radio is also launching a ’mobile fun’ promotion during its early
evening Pete and Geoff Show.
The deal is believed to be worth pounds 500,000 and was negotiated by
Ginny Hutchinson, marketing officer at Iobox, and Dina Kallis, head of
client sales at Virgin Radio. Ben Robinson, senior project manager at
KLP Euro RSCG, handled the buying.
Virgin Radio launched its WAP services in March - the first UK radio
station to do so. Listeners can respond to ads they hear on the air by
using their mobile phones.
Steve Taylor, group enterprises director at Ginger Media, said: ’Iobox’s
sponsorship will make a host of new and fun services available to the
Virgin WAP user.’