Virgin Records launches mobile campaign on Weve
14 February 2013
Record label Virgin Records has launched a location-based mobile messaging campaign using the recently-launched m-commerce joint venture Weve.
Planned by independent media agency the7stars, the first aspect of the campaign targets male shoppers making last minute Valentine’s Day purchases.
Based on their location, male shoppers will receive a message with details of Emeli Sandé's new Our Version of Events album when they are near a Tesco store.
Activity will also run online via search and social networks Facebook and Twitter, as well as display digital ads across desktop and mobile. Creative was produced in-house by Virgin Records.
Virgin Records will also launch further campaign activity using the Weve platform around Mother’s Day in March.
“To be able to use such a targeted service as this is invaluable, especially during a gifting period so open to last minute suggestions,” says Virgin Records senior marketing manager Ian Carew.
Launched in 2012, Weve is a joint venture between the UK’s three largest mobile network operators – EE, Telefonica UK (O2) and Vodafone UK. The venture was formed in order to create and accelerate the development of mobile marketing and wallet services.
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